Brand Equity and Consumer Purchase Decision of Heineken Lager Beer in Delta State, Nigeria

Branding is an important concept in consumer buying behaviour and it is a crucial factor that influences product purchase decision. The study examined the influence of brand equity dimension on purchase decision of Heineken larger beer amongst consumers in the central senatorial district of Delta State. Data were drawn from a sample of 371 respondents in Ughelli, Effurun and Sapele with a structured questionnaire, while data were analysed with descriptive and inferential statistics. The results indicate that all dimension of brand equity had direct and significant impact on consumers‘ purchase decision of Heineken lager beer, but brand loyalty has the greatest influence. Although, brand quality had the least effect on buying decision, this could be adduced to the fact that existing customers tend to take product quality as given‘, and they continue to promote their association with the brand through positive word of mouth and recommendations. Owing to the intense competition in the Nigerian beer market, manufacturers need to adopt strategies to promote consumers emotional attachment to their brands through rigorous advertisement. Furthermore, their products should compare favourably with other brands in terms of aroma, taste and overall quality to elicit positive emotions that would engender customer retention.