Crown Researchers

The Repositioning of Brands in the Cement Industry

The Repositioning of Brands in the Cement Industry

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The main objective of the study is to examine the repositioning of brands in the cement industry; a case study of Ghacem. The specific objectives of the study are to;

  1. Understand the factors leading a brand to reposition at Ghacem.
  2. Identify the brand repositioning strategies used by Ghacem.
  3. Examine the challenges encountered with brand repositioning at Ghacem.

The study adopted a descriptive study approach. For the purpose of this study, a quantitative method was adopted. The target population for this study comprised mainly all employees of Ghacem at the Tema branch. Their total population stood at 45 persons. According to Krejce and Morgan (1970) sample size determination table, a population of 45 must have a sample of 40. Hence the sample for the study was forty (40) employees. A simple random sampling technique was employed to select the 40 employees out of all the employees. A questionnaire was chosen as the data collection instrument. The data collected from the respondents was coded and processed using Statistical Package for Social Sciences (v.21).

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