Brand Association and Sales Growth: The Flour Milling Industry Experience

International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue VII, July 2021 | ISSN 2454–6186

Brand Association and Sales Growth: The Flour Milling Industry Experience

Adeoye, I.A.¹, Ayodele, O.E.², Adesuyi, I.O³ & Ayo, M.F^4
1 & ³Department of Business Administration, Elizade University, Ilara-Mokin, Ondo State
²Department of Business Administration, Caleb University, Imota, Lagos State
⁴Department of Management and Accounting, Lead City University, Ibadan, Oyo State

ABSTRACT- Branding has developed in the minds of customers a strong and positive perception of a company’s products or services. However, most of these businesses struggle to use branding strategy to differentiate themselves from competition and grow sales. The goal of this study is to assess the impact of brand association tactics on the sales growth of flour milling enterprises. The major technique of data collection was administered questionnaire to the sales and marketing employees of the selected flour milling enterprises in Lagos State. The findings indicated that brand connections have a positive and considerable impact on sales growth. The study recommends that brand managers should also ensure that customers’ interactions with the brand remain consistent in order to generate sales growth.

Keywords: Brand, Branding, Brand Association, Sales Growth, Flour Milling Industry, Nigeria

INTRODUCTION

Companies all across the world have realized how important branding is to their success. Branding has evolved into a powerful tool for marketers to improve their competitive edge and sales growth over competitors. The flour milling business has seen extraordinary upheaval in recent years, which has had an impact on sales growth. This is obvious in the United States of America (USA) flour milling companies, which have seen a downturn in the last five years (Flour Milling Industry in the USA – Market Research Report, 2019). The world price of wheat has fallen by an average 3.0 percent over the last five years, while rising 34.3 percent in 2018. (Lyddon, 2018). In Nigeria, the flour milling business is comprised of a significant number of operators who have been divided according to their installed capacity. There are about nine flour milling companies in Nigeria. However, only three of the nine corporations account for almost 80% of the industry as a whole, resulting in a huge discrepancy between the “major players,” “mid-size organizations,” and “smaller organizations,” which has slowed sales growth (Flour Milling Report, 2018).

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