THE EFFECT OF BRANDING ON PURCHASE DECISIONS / WAHEED HAMMED AKINSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: viii, 53 sheets; 31 cm. 1 CD-ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • A CASE STUDY OF UNILEVER NIGERIA PLC
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: 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
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 3151 A45 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3532
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 3151 A45 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3532
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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

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