brand positioning

This study examined the influence of brand positioning strategies on consumer preference for beverage products in Benin City, Nigeria. Four key elements of brand positioning, price positioning, product differentiation, unique selling propositions (USP), and physical evidence, were analysed to determine their impact on consumers’ purchasing behaviour. Data were obtained through structured questionnaires administered to 385 respondents and analysed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that product differentiation (β = 0.564, p < 0.001), USP (β = 0.290, p <0.001), and physical evidence (β = 0.271, p < 0.001) significantly influenced consumer preference, while price positioning (β = -0.141, p = 0.077) showed no significant impact. An R² of 0.868 indicated that 86.8% of the variation in consumer preference was explained by the independent variables. The study concludes that consumers in Benin City are more responsive to beverage brands offering unique features, clear value propositions, and appealing physical attributes than to pricing strategies alone. It recommends an integrated approach to brand positioning to improve market competitiveness. The study enhances understanding of consumer behaviour in emerging markets and provides practical insights for marketing strategists in the beverage industry. Keywords: Brand positioning, consumer preference, product differentiation, unique selling proposition, physical evidence, Benin City, Nigeria.

This study examined the influence of brand positioning strategies on consumer preference for beverage products in Benin City, Nigeria. Four key elements of brand positioning, price positioning, product differentiation, unique selling propositions (USP), and physical evidence, were analysed to determine their impact on consumers’ purchasing behaviour. Data were obtained through structured questionnaires administered to 385 respondents and analysed using descriptive statistics, Pearson’s correlation, and multiple regression analysis. The findings revealed that product differentiation (β = 0.564, p < 0.001), USP (β = 0.290, p < 0.001), and physical evidence (β = 0.271, p < 0.001) significantly influenced consumer preference, while price positioning (β = -0.141, p = 0.077) showed no significant impact. An R² of 0.868 indicated that 86.8% of the variation in consumer preference was explained by the independent variables. The study concludes that consumers in Benin City are more responsive to beverage brands offering unique features, clear value propositions, and appealing physical attributes than to pricing strategies alone. It recommends an integrated approach to brand positioning to improve market competitiveness. The study enhances understanding of consumer behaviour in emerging markets and provides practical insights for marketing strategists in the beverage industry.