International Journal of Sub-Saharan African Research (IJSSAR)

Background: In today's competitive business environment, organisational reputation has become a critical asset for companies seeking to establish trust, credibility, and loyalty with their customers. The beverage industry, in particular, is highly competitive, with numerous brands vying for consumer attention and loyalty. Nigerian Bottling Company (NBC) Nigeria Plc, a leading beverage company in Nigeria, operates in a highly competitive market, where consumer perception of organisational reputation plays a crucial role in determining brand loyalty and market share. Rivers State, Nigeria, provides a unique context for this study, given its large and diverse consumer market. The state's economy is driven by various industries, including oil and gas, manufacturing, and services. As a result, consumers in Rivers State have a wide range of choices when it comes to beverage products, making it essential for companies like NBC Nigeria Plc to maintain a positive organisational reputation.
Objective: This study investigated consumer perception of the organisational reputation of NBC Nigeria Plc in Rivers State, Nigeria.
Method: A mixed method of quantitative and qualitative approaches that involved descriptive survey research design and in-depth interviews was employed. Two distinct populations: residents of Rivers State as general consumers and employees of International Breweries operating within the state. The sample size of 380 respondents was determined using Krejcie and Morgan (1970) sampling method. Data were collected using both questionnaire and interview guides. To ensure the validity and reliability of research instruments, experts in the field conducted face and content validity assessments, while a Cronbach’s Alpha coefficient of 0.80 was obtained to confirm internal consistency. Furthermore, presented and analysed using descriptive statistics where data were presented in frequency distribution tables as well as weighted mean scores (WMS). Results: The findings indicates that respondents agreed that quality of products, corporate social responsibility, cultural inclination, price of the products, and product advertising influence consumer perception of the products.
Conclusion: The study concludes that there is negative consumer perception of organisational reputation of the Nigerian Bottling Company Plc. in Rivers State, Nigeria due to lack of communications the quality of their products, low level of corporate social responsibility, price of the products, and declining product advertising.
Unique Contribution: The study provides a localised framework for understanding consumer behaviour in identity-sensitive markets. It offers insights for aligning flagship product strategies with consumer identities to strengthen brand loyalty and reputation.
Key Recommendation: Findings of this study resonates the need for beverage companies to adopt culturally inclusive marketing strategies that acknowledge the diverse ethnic and political landscape of Rivers State. By designing campaigns that resonate with various ethnic groups and promoting values of unity and diversity, organisations such as the Nigerian Bottling Company Plc, can mitigate the influence of ethnic and political biases, thereby broadening their consumer base. Again, there is need to reinforce the brand narrative of their flagship products by emphasising their unique qualities and positive societal contributions, thereby strengthening corporate reputation and consumer trust.