BRAND AWARENESS AND PURCHASE FREQUENCY IN SELECTED SUPERSTORES IN LAGOS STATE, NIGERIA
- Post by: Paul Paul
- Comments off
Abstract
In Nigeria, a mix of economic challenges and changing consumer behaviors particularly those related to
essential goods have affected purchase frequency especially in the discretionary spending category, have
experienced declines. Hence, this paper examined aims to investigate the effect of brand awareness on purchase
frequency in Nigeria superstores. Specifically, it examined: the effect of advertisement, personal selling, public
relations and sales promotion on purchase frequency. Survey research design was adopted with an infinite
population and a sample size of 384 purposively selected internet-compliant customers of selected Nigeria
Superstores in Lagos State, Nigeria were administered structured questionnaire. Data collected was analyzed
using PLS-SEM. Findings revealed that Advertisement shows the strongest influence (β=0.332, t=8.121,
p<0.001) on purchase frequency, followed by Sales Promotion (β=0.272, t=5.691, p<0.001), Public Relations
(β=0.186, t=3.290, p=0.001), and Personal Selling (β=0.164, t=3.262, p=0.001) on purchase frequency
respectively. It concluded that brand awareness is significantly vital for achieving strong purchase frequency
in Nigeria Superstores. It therefore strongly recommended that Nigerian superstores should implement an
integrated omnichannel advertising strategy by allocating 30% of their marketing budget to digital platforms
(social media, mobile apps, and email marketing).