June 2025 Edition

MANUFACTURER’S BRANDING AND CONSUMER’S PATRONAGE OF PHARMACEUTICAL PRODUCTS IN IKEJA LOCAL GOVERNMENT, LAGOS STATE.

ONIFADE Temitayo Alice, ADENIYI Josephine Tinu-Ola, OLASEHINDE, Felicia Bukola, AGBOOLA, Tolulope and OYEBANJI Joseph Adewumi

Abstract

This study investigated the impact of manufacturer branding on customer patronage among pharmaceutical firms’ customers in Ikeja Local Government Area of Lagos State, Nigeria. It specifically examined the roles of brand awareness, perceived quality, and brand loyalty in influencing consumer purchasing behavior. A quantitative research design was adopted. The population comprised customers of registered pharmaceutical firms operating within Ikeja Local Government Area of Lagos State, Nigeria. A sample of 200 respondents was selected using convenience sampling, targeting customers available at selected retail pharmacies and data collected using a self-developed structured questionnaire, which was designed based on existing literature and aligned with the study's objectives. Data was analyzed using multiple regression analysis. The results revealed that brand awareness had a negative but statistically insignificant effect on customer patronage. Similarly, perceived quality also had a negative and statistically significant effect. However, brand loyalty showed a strong, positive, and statistically significant influence on customer patronage. These findings indicated that customers were more likely to patronize pharmaceutical brands they were loyal to, regardless of their awareness or perceived quality of the brand. The study concluded that fostering brand loyalty was essential for enhancing customer patronage and recommended that firms implement strategies that build trust, satisfaction, and long-term engagement.

Keywords

Branding, brand awareness, perceived quality, brand loyalty, customer patronage

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