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Product's promotion patterns and their effects on consumers' purchase intentions, brand loyalty and attitude
This research investigated the influence of promotional patterns of coca-cola products on purchase intentions, loyalty and attitude of consumers in Nigeria. Ninety randomly selected social science undergraduates of a major Nigerian university participated in the study. Participants were randomly ass...
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| Format: | Article |
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2006
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| LEADER | 00000njm a2000000a 4500 | ||
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| 001 | oai:repository.ui.edu.ng:123456789/1500 | ||
| 042 | |a dc | ||
| 720 | |a Shenge, N. A. |e author | ||
| 260 | |c 2006 | ||
| 520 | |a This research investigated the influence of promotional patterns of coca-cola products on purchase intentions, loyalty and attitude of consumers in Nigeria. Ninety randomly selected social science undergraduates of a major Nigerian university participated in the study. Participants were randomly assigned to three new coca-cola television promotions, namely, dream trip: open and win: and collect and win. The study was in a human laboratory of the university’s psychology department. Following timed viewing of the product’s promotions on television, participants completed a structured questionnaire that tapped information on four key areas, namely, socio-demographics, consumer attitude, purchase intentions and brand loyalty. A one-way analysis of variance tested each of three hypotheses. Result showed that there was no significant different in the purchase intentions of participants exposed to coca-cola open and win and collect and win promotions. Similarly, there was no significant difference in the brand loyalty of participants exposed to the coca-cola dream trip promotion and participants exposed to the coca-cola collect and win promotions. Findings of the study were discussed in line with conceptual and practical trends involving the subject areas investigated. | ||
| 024 | 8 | |a 987-8095-27-5 | |
| 024 | 8 | |a African Journal for the Psychological Study of Social Issue 9(1&2), pp. 249-256 | |
| 024 | 8 | |a ui_art_shenge_product's_2006 | |
| 024 | 8 | |a http://ir.library.ui.edu.ng/handle/123456789/1500 | |
| 245 | 0 | 0 | |a Product's promotion patterns and their effects on consumers' purchase intentions, brand loyalty and attitude |