Brand Management Strategies and Consumer Purchase Decisions in the Beverage Industry: Evidence from Oyo State

This study examines the relationship between brand management strategies and consumer purchase decisions in Nigeria's beverage industry, with specific focus on consumers in Oyo State, South West Nigeria. The Nigerian beverage market is highly competitive, featuring both international brands and growing local manufacturers, making effective brand management a strategic imperative for sustained market positioning. This research employs a descriptive survey design with data gathered from 130 consumers through structured questionnaires administered at major supermarkets and open markets in Ibadan. Data were analysed using descriptive statistics and regression analysis. The study evaluates brand management dimensions including brand identity consistency, product quality signalling, advertising investment visibility, brand loyalty programme effectiveness, and price-to-value perception management. Findings reveal that product quality signalling and brand identity consistency are the most powerful drivers of purchase decisions, particularly among consumers aged 25 to 45. Advertising investment visibility correlated positively with brand recall but had weaker direct effects on actual purchase decisions compared to quality perceptions. Brand loyalty programmes showed limited adoption among beverage consumers in the study sample, suggesting untapped potential in this strategy area. The paper recommends that beverage firms in Oyo State prioritise quality assurance communication, invest in consistent brand identity execution, and pilot innovative loyalty schemes tailored to local consumer behaviour patterns. Keywords: brand management, purchase decisions, beverage industry, consumer behaviour, Oyo State.