INTERNATIONAL JOURNAL OF STUDENT PERFORMANCE AND EDUCATIONAL RESEARCH

Abstract

This study examined the influence of customer-based brand equity on repeat purchase of UNIUYO water in Uyo, Akwa Ibom State, Nigeria. The adulteration of water products has presented customers with a wide choice in terms of which brand of sachet or table water to choose in order to meet their expectations. Consequently, it is extremely challenging to build a strong brand with greater customer-based brand equity to gain sustainable competitive advantages in highly competitive table water market. Survey research design was adopted in which primary data were obtained through questionnaire administration. The population of the study consisted of 30 staff (both permanent and casual staff, as evidenced in their payroll) of University of Uyo (UNIUYO) Water Company located at Main Campus, University of Uyo, Nwaniba, Uyo, Akwa Ibom State while a sample size of 28 was chosen using the Taro Yamane scientific formula. The researcher employs both descriptive and inferential statistics to analyze the collected data. Analysis of Variance (ANOVA) regression statistic technique was also employed to analyze the data. The reported p-values were used to test the significance of the stated research hypothesis. The finding was that that there are significant influences of brand loyalty, perceived quality and brand awareness on repeat purchase of UNIUYO water in Uyo, Akwa Ibom State. It was concluded that customer-based brand equity has a significant influence on repeat purchase of UNIUYO water in Uyo, Akwa Ibom State, Nigeria. Recommendations were that UNIUYO water should sustain the production of quality product to enhance repeat purchase from customers. There is need to conduct a market research to properly understand their consumers customer-based brand equity. UNIUYO water should carefully explain products’ quality to consumers in order for them to make repeat purchase. Customers of UNIUYO water should be rewarded for their loyalty. There is need to create more brand awareness of UNIUYO water brand.