CUSTOMER-BASED BRAND EQUITY AND REPEAT PURCHASE OF UNIUYO WATER IN UYO, AKWA IBOM STATE

Abstract

The thrust of this study was to examine the influence of customer-based brand equity on repeat purchases of UNIUYO water in Uyo, Akwa Ibom State, Nigeria. 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 the main campus, while a sample size of 28 was chosen using the Taro Yamane scientific formula. The researchers employed both descriptive and inferential statistics to analyze the collected data. Analysis of Variance (ANOVA) and Regression statistic techniques were also employed to test the hypotheses. The findings were that that there are significant influences of brand loyalty, perceived quality and brand awareness on repeat purchase of UNIUYO water. It was concluded that customer-based brand equity has a significant influence on repeat purchase of UNIUYO water. Recommendations were that the management of UNIUYO water should sustain the production of quality product to enhance repeat purchase from customers and also create more brand awareness of UNIUYO water brand.