An Empirical Insight into the Influence of the Names of Bars on Their Growth and Development in Bamenda III, Cameroon

Abstract

Purpose: The purpose of this study is to investigate the influence of business name on the growth and development of bars in Bamenda III.

Methods: Data for this study were obtained with the help of a structured questionnaire from 140 respondents randomly selected. The data were analyzed in SPSS 20 and in Stata 14, employing both descriptive and inferential statistics.

Results: Ordinary least squares results indicate that the name score, access to business financing, the size of the management team, and the legal status of the business are positively associated with the growth and development of Bars in Bamenda III.

Implications: From a policy perspective, choose a name that is memorable, unique, and easy to pronounce, consider the target market when choosing a name, as this can affect customer perception and behavior, choose a name that aligns with the brand image and values of the business, conduct market research to determine the effectiveness of the desired name before implementing it and continuously monitor customer feedback and adjust the business name if necessary.

Originality: This study is original in that it explores the relationship between business names and the success of bars in Bamenda III. While there have been studies on the impact of branding on business success, there has been limited research specifically focused on the effect of business names on bars in Bamenda III.

Limitations: One potential limitation of this study is the risk of sampling bias, as the sample will consist only of bar owners and customers in Bamenda III. Additionally, the study may be limited by the subjective nature of the data, as perceptions of success and the impact of business names may vary among individuals.