Image Management Through Public Relations In Nigeria’s Food And Beverages Industry

Abstract :

This paper seeks to evaluate the image of the food and beverage industry in the eyes of the public in Nigeria. The intention is to find out how food and beverages customers in the Festac Town, Lagos, Nigeria, perceive the corporate image of the industry. In order to achieve this objective, we adopted a survey research design with the use of a questionnaire as the instrument for data collection. Two hundred buyers of indigenous foods and beverages were randomly selected in four markets surrounding Festac Town. Copies of the questionnaire operated on the respondents provided the data which was processed with the Scientific Package for the Social Sciences. The findings show that the majority of the public have a positive perception of the industry. However, one primary barrier is that the public is not aware of the PR activities of the industry.