Please use this identifier to cite or link to this item: http://ir.library.ui.edu.ng/handle/123456789/1500
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dc.contributor.authorShenge, N. A.-
dc.date.accessioned2018-10-09T12:16:55Z-
dc.date.available2018-10-09T12:16:55Z-
dc.date.issued2006-
dc.identifier.isbn987-8095-27-5-
dc.identifier.otherAfrican Journal for the Psychological Study of Social Issue 9(1&2), pp. 249-256-
dc.identifier.otherui_art_shenge_product's_2006-
dc.identifier.urihttp://ir.library.ui.edu.ng/handle/123456789/1500-
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherAfrican Society for the Psychological Study of Social Issuesen_US
dc.titleProduct's promotion patterns and their effects on consumers' purchase intentions, brand loyalty and attitudeen_US
dc.typeArticleen_US
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