THE EFFECT OF BRANDING ON PURCHASE DECISIONS /
Akinsanya, Waheed Hameed
THE EFFECT OF BRANDING ON PURCHASE DECISIONS / A CASE STUDY OF UNILEVER NIGERIA PLC WAHEED HAMMED AKINSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI - viii, 53 sheets; 31 cm. 1 CD-ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 40-49)
ABSTRACT
Brand recognition involves creating brand awareness, preference, reputation, trust, and
loyalty. The study aimed to find the effect of brand recognition on customer purchase
decisions. The population of the study was the customers of Unilever Nigeria Plc. The
Cochran formula was used to calculate the sample size. The study used a final sample
size of 384 Unilever Nigeria PLC customers. The convenient sampling technique was
used to select the customers who visited the premises of Unilever Nigeria PLC to
purchase a product. The study used the OLS estimation method to analyze the effect
of branding on customer purchase decisions with the help of SPSS software.
The results from the matrix correlation showed that brand awareness, preference,
reputation, trust, and loyalty have a positive and significant relationship with customer
purchase decisions. The regression analysis revealed that brand awareness, trust, and
loyalty have a positive and significant effect on customer purchase decisions, while
brand preference has a positive but insignificant effect on customer purchase decisions.
The study revealed that branding and brand reputation have a negative and
insignificant effect on customer purchase decisions.
Keywords: Brand recognition, Brand awareness, Brand trust, Brand preference, Brand
loyalty
Branding (Marketing)--Dissertations, Academic
Brand loyalty--Dissertations, Academic
Brand choice--Dissertations, Academic
THE EFFECT OF BRANDING ON PURCHASE DECISIONS / A CASE STUDY OF UNILEVER NIGERIA PLC WAHEED HAMMED AKINSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI - viii, 53 sheets; 31 cm. 1 CD-ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 40-49)
ABSTRACT
Brand recognition involves creating brand awareness, preference, reputation, trust, and
loyalty. The study aimed to find the effect of brand recognition on customer purchase
decisions. The population of the study was the customers of Unilever Nigeria Plc. The
Cochran formula was used to calculate the sample size. The study used a final sample
size of 384 Unilever Nigeria PLC customers. The convenient sampling technique was
used to select the customers who visited the premises of Unilever Nigeria PLC to
purchase a product. The study used the OLS estimation method to analyze the effect
of branding on customer purchase decisions with the help of SPSS software.
The results from the matrix correlation showed that brand awareness, preference,
reputation, trust, and loyalty have a positive and significant relationship with customer
purchase decisions. The regression analysis revealed that brand awareness, trust, and
loyalty have a positive and significant effect on customer purchase decisions, while
brand preference has a positive but insignificant effect on customer purchase decisions.
The study revealed that branding and brand reputation have a negative and
insignificant effect on customer purchase decisions.
Keywords: Brand recognition, Brand awareness, Brand trust, Brand preference, Brand
loyalty
Branding (Marketing)--Dissertations, Academic
Brand loyalty--Dissertations, Academic
Brand choice--Dissertations, Academic