Product Positioning as a Marketing Strategy for Brand Awareness of Pharmaceutical Firms in Kwara State

Abstract

The study examines the effect of Product Positioning as a Marketing Strategy for Brand Awareness of pharmaceutical firms in Kwara State of Nigeria. The study adopted a cross sectional survey design, involving the use of structured questionnaire as research instruments. The population comprises of the 283 employees regarded as line managers working in the manufacturing pharmaceutical firms in Kwara State. The study further employed convenience sampling techniques to arrive at a sample of 169 respondents. The study adopted the use of structural equation model (SEM) to analyse the data.  The study found that product positioning has effect on marketing strategy and therefore should be given the required effort to assist in the brand awareness of pharmaceutical products of firms in Kwara State. Based on research findings, the study revealed that there is a significant relationship between product positioning and brand awareness, hence as a marketing strategy affects the performance of pharmaceutical firms in Kwara State, the study recommends that pharmaceutical firms or companies should improve on the brand awareness on their products through proper positioning.