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DC Field | Value | Language |
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dc.contributor.author | Shenge, N. A. | - |
dc.date.accessioned | 2018-10-09T12:16:55Z | - |
dc.date.available | 2018-10-09T12:16:55Z | - |
dc.date.issued | 2006 | - |
dc.identifier.isbn | 987-8095-27-5 | - |
dc.identifier.other | African Journal for the Psychological Study of Social Issue 9(1&2), pp. 249-256 | - |
dc.identifier.other | ui_art_shenge_product's_2006 | - |
dc.identifier.uri | http://ir.library.ui.edu.ng/handle/123456789/1500 | - |
dc.description.abstract | 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. | en_US |
dc.language.iso | en | en_US |
dc.publisher | African Society for the Psychological Study of Social Issues | en_US |
dc.title | Product's promotion patterns and their effects on consumers' purchase intentions, brand loyalty and attitude | en_US |
dc.type | Article | en_US |
Appears in Collections: | scholarly works |
Files in This Item:
File | Description | Size | Format | |
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(20) ui_art_shenge_product's_2006.pdf | 2 MB | Adobe PDF | View/Open |
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