Brand Recall and Consumer Purchase Behaviour In Automotive Lubricants Markets of Lagos State Nigeria
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Date
2016
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Publisher
International Journal of Research and Current Development
Abstract
Brand Recall is the level of awareness that relates to consumers’ aptitude to retrieve the brand from memory given the product category using the needs fulfilled by the category or a purchase or usage situation as a clue. The main objective of the study is examine the relationship brand recall between and consumer purchase behaviour in the auto adopted the descriptive survey design to examine 2,824,047 vehicle owners registered with the Motor Vehicle A (a variant of stratified sampling method) was used to draw a sample of 1,890 to reflect the proportions of auto instrument for data collection. Simple Regression Analysis and Pearson Product Moment Correlation (r) statistical techniques were used to test the hypothesis. The findings revealed that there is significant relationship (R=0.719, R Consumer Purchase Behaviour in the auto recommends a need to strategically deploy regular and consistent advertising/publicity activities to enhance brand recall hence generate valuable purchases. It is therefore essential that meaningful customer relationship management programmes improve brand awareness
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Citation
Kesinro, O. R. Ojo, J. O., and Ojo, O. (2016). Brand Recall and Consumer Purchase Behaviour In Automotive Lubricants Markets of Lagos State Nigeria. International Journal of Research and Current Development. Vol. 2(8): 156-161.