INFLUENCE OF BRANDING AND MARKETING ON TAILORING ENTERPRISES IN AKURE SOUTH, NIGERIA

Abstract

This study focused on the influence of branding and marketing on tailoring enterprises in Akure south Nigeria. The specific objectives of the study are to: examine the factors that influences consumers’ preference for a tailoring brand; investigate the level of branding among tailoring enterprises in Akure South; investigate the design method of marketing among tailoring enterprises in Akure South and assess the influence of branding on the demand for tailor made clothing in Akure south. Survey research design method was adopted whereby data was gathered by administering questionnaires to both tailoring entrepreneurs and consumers. The data gathered were analyzed using mode, frequency and percentage for descriptive analysis through statistical package for social science (SPSS). The result from the study revealed that branding, price, creative styles, socials status, experience and consumer’s referrals are the major factors that influences consumers’ preference for a tailoring brand. This suggests that consumers with high purchasing power, are usually attracted to well branded tailoring enterprise, this is probably because the tailoring brand suits their social status and satisfy their taste for quality and creative styles. The study revealed that most tailoring entrepreneurs in Akure South has limited knowledge of the branding phenomenon. It was however discovered that the level of branding is low and the few that has adopted this phenomenon are thriving better than others. The study revealed that tailoring entrepreneurs in Akure South has good understanding of marketing. It was also discovered that a good number of the tailoring entrepreneurs makes use of social media as a marketing strategy to show case their product and services. The study also revealed that branding has positive influence on the demand for tailor made clothing. It was also discovered that consumers of tailor made clothing are willing to pay more for branded tailor made clothing over non branded alternatives. The study recommends the need to organize seminars and workshops for tailors in Akure south by the Association of Akure South tailors so as to enlighten them on branding knowledge.