Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja
Marcus Garvey ORJI, Akhaine Mary Enose, Martha Ebere Ezimmuo and ABBA Solomon Boman
In Nigeria, there has generally been a decline in consumers’ exhibition of loyalty towards staple detergents brands, usually because of the availability of many substitute products and high price consciousness among consumers, especially University Students. The objective of this study was to determine the effect of promotional activities on brand loyalty of detergents among University Students with emphasis on Veritas University Abuja and using Sunlight detergent as case study. The study is a survey research with data collected using close ended questionnaires designed with 5-point Likert scale questions. The study used a population of 1599 comprising all students of Veritas University, Abuja with a sample size of 320 (using Taro Yemani’s formula) and respondents were selected randomly. The collected data was analyzed using multiple regression method and the findings revealed that promotional tools of advertising, public relations and sales promotions have a significant effect on University student’s brand loyalty to detergents. Thus, the study concluded that increased employment of promotional activities would lead to increase in brand loyalty towards detergent or fast moving consumer goods, and recommended among others that Marketers of detergents on Nigerian campuses should place more emphasis on the effective deployment of promotional tools for their brand to build students’ interest and desire to purchase their goods, also Brand managers of the studied brand should engage in proactive promotions, i.e., they should endeavor not to copy the promotions of other brands but should develop unique methods of attracting consumers, especially University students.
Marcus Garvey ORJI, Akhaine Mary Enose, Martha Ebere Ezimmuo, ABBA Solomon Boman. Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja. Int J Res Marketing Manage Sales 2019;1(1):30-39. DOI: 10.33545/26633329.2019.v1.i1a.7