Review of Distributors, Retailers and Customers’ Assessment of Lion Brand Portland cement Over Other Competing Portland Cement Brands

The main objective of this paper is to present a review of distributors, retailers’ and customers assessment of lion brand Portland cement product over other competing Portland cement brands in Nigeria. The researchers adapt mix research methodology. Therefore, the research methods adapted for the study is survey, historical, descriptive, analytical and empirical methods. The sample population designed for the study was 44 distributors, retailers, and 44 customers of the company’s product. A cluster sampling method is adapted for the study. Distributors, retailers, and customers were asked to assess the product over other competing cement brands like Dangote cement, Ashakacem, and Rock imported cement. Results of the survey conducted revealed that: distributors, retailers, and customers rated Lion Brand Portland Cement product over other competing brands as rather poor. Similarly, Consumers and Customers also rated Lion Brand Portland Cement over other competing brands as rather poor. The poor rating was in terms of low-capacity utilization that couldn’t meet Consumers and Customers demand for the product. The poor rating was also associated with poor packaging, poor customer services and scarcity of the product at depots and retail outlets due to constant plant shutdown and low capacity utilisation. The study recommends that, the company should improve on low-capacity utilization to meet consumers demand for the product. In addition, company should improve on product packaging i. e. the underweight of the package product and encourage good Customer Service delivery at plants and depots to improve product positioning and sales.