An Empirical Analysis of Consumer Brand Involvement in the Food Industry of Lagos State Nigeria
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Date
2016
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Volume Title
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Journal of Research in Humanities and Social Sciences
Abstract
The study is an empirical analysis of consumer brand involvement in the food industry of Lagos State, Nigeria. The descriptive survey design was adopted to examine 17,552,940 consumers of packaged products in Lagos State (Lagos State Bureau of Statistics, 2005). The proportionate sampling technique (a variant of stratified sampling method) was used to draw a sample of 2,500 consumers across the 20 local government areas of Lagos State. Questionnaire was the main instrument for data collection rated on a 6 – point Likert scale. 2374 copies of questionnaire were successfully returned representing a response rate of 94.96%. Data were analysed using the descriptive statistical techniques ofPercentiles with the aid of SPSS software. The result of the study reveals that consumer brand involvement influence purchase decisions in the food industry. The study recommends that the design of brand package must be done to enhance adequate sensory pleasure and stimulation thereby guaranteeing consumer consistency in patronage.
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Citation
Kesinro, O. R., and Ojo, J. O. (2016). An Empirical Analysis of Consumer Brand Involvement in the Food Industry of Lagos State Nigeria. Journal of Research in Humanities and Social Sciences. Vol. 1(1); 35-38.