Kalu, Uzochukwu Abigail and Covenant University, Theses (2021) EFFECTS OF NEURO-ASSOCIATIVE PROGRAMMING TOOLS ON CONSUMER CHOICE OF BRAND IN SOFT DRINK INDUSTRY, OGUN STATE. Masters thesis, Covenant University Ota..
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Abstract
This research examined the Effects of Neuro-Associative Programming Tools on Consumer Choice of Brand in Soft Drink Industry, Ogun State. The general objective of this study is to understand the effects of Neuro- Associative Programming Tools on Consumer Choice of Brands. The study focuses on the developing field of neuromarketing and explains the fundamental aspects of neuromarketing to ensure that its unfamiliar practical worth can contribute to the marketing field positively. Just few brands make use of neuro-associative programming tools as a means of influencing consumers on their choice of brand. Management of Fast-Moving Consumer Goods (FMCG) industries finds themselves searching for ways to make their brands the first choice of consumers. The methodology adopted was quantitative research which was used to collect primary data through the administration of 375 copies of questionnaire, 369 were collated for analysis from consumers of Coca-Cola brand amongst undergraduate students of Covenant University, Ogun State. The study used the Regression analysis to test the hypotheses through Statistical Package for Social Sciences (SPSS). The findings suggest that there is a positive significant relationship between sensory marketing and brand association, a positive significant relationship between emotional appeal and brand attraction, positive significant relationship between engagement marketing and brand advocacy but there is no significant relationship between message format and brand equity. Therefore, the findings showed that three hypotheses are significant and supported, while one hypothesis is not significant. The management of a brand need to understand what triggers the subconsciousness of consumers to purchase a brand. Also, neuromarketing should be use more often by organisations in order for the brand to project a special place in the minds of the consumers.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Neuro-Associative Programming Tools; Neuromarketing; Branding; Sensory marketing; Engagement Marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Mrs Patricia Nwokealisi |
| Date Deposited: | 11 Nov 2021 09:18 |
| Last Modified: | 11 Nov 2021 09:18 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/15471 |
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