Perceived Brand Quality and Marketing Effectiveness of Quoted Fast Moving Consumer Goods (FMCG) Companies in Rivers State

Abstract

The study examines the empirical relationship between perceived brand quality and marketing effectiveness of quoted fast moving consumer goods (FMCG) companies in Rivers State. The study adopted a correlational investigation. The population of this study consists of twenty-one (21) quoted fast moving consumer goods (FMCG) companies in Rivers State, using a census sampling techniques. Three (3) respondents were drawn from each of the companies making a total of sixty- three (63) respondents to whom copies of structured questionnaire were administered. The hypotheses were tested using the Pearson Product Moment Correlation with the aid of statistical packages of social science (SPSS) version 25.0. The study’s findings revealed that there is a positive and statistically significant relationship between perceived brand quality and marketing effectiveness of quoted fast moving consumer goods (FMCG) companies in Rivers State. It is the recommendation of this study that managers of quoted fast moving consumer goods companies should be involved in activities that communicate, promote and educate the consumers on the quality of their products in order to improve the consumers’ perception on their brand equity and should aim to further improve their perceived brand quality.