Customer Brand Commitment: An Empirical Evidence from FMCGS Markets of Lagos State Nigeria
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Date
2017
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Journal of Research in Humanities and Social Sciences
Abstract
The study is an empirical analysis of consumer brand commitment 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 of Percentiles with the aid of SPSS software. The result of the study reveals that consumer brand commitment influence consumer behaviour in the food industry. The study recommends that marketers should strive to develop or design brand packages that enhance consumer emotional and social attachments to a brand during purchase situations.
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Citation
Kesinro, O. R., and Ojo, J. O. (2017). Customer Brand Commitment: An Empirical Evidence from FMCGS Markets of Lagos State Nigeria. Journal of Research in Humanities and Social Sciences. Vol2(1); 138-140.