Effect of promotional activities on brand loyalty of detergents among Nigerian university students: A study of veritas University Abuja

Abstract

In Nigeria, there has generally been a decline in consumers' exhibition of loyalty towards staple detergents brands, usually because of the availability of many substitute products and high price consciousness among consumers, especially University Students. The objective of this study was to determine the effect of promotional activities on brand loyalty of detergents among University Students with emphasis on Veritas University Abuja and using Sunlight detergent as case study. The study is a survey research with data collected using close ended questionnaires designed with 5-point Likert scale questions. The study used a population of 1599 comprising all students of Veritas University, Abuja with a sample size of 320 (using Taro Yemani's formula) and respondents were selected randomly. The collected data was analyzed using multiple regression method and the findings revealed that promotional tools of advertising, public relations and sales promotions have a significant effect on University student's brand loyalty to detergents. Thus, the study concluded that increased employment of promotional activities would lead to increase in brand loyalty towards detergent or fast moving consumer goods, and recommended among others that Marketers of detergents on Nigerian campuses should place more emphasis on the effective deployment of promotional tools for their brand to build students' interest and desire to purchase their goods, also Brand managers of the studied brand should engage in proactive promotions, i.e., they should endeavor not to copy the promotions of other brands but should develop unique methods of attracting consumers, especially University students.

Effect of financial incentives on employee work habit and performance in Nigerian public enterprises

“…With our choice of the confidence level of 95%; Standard deviation of 0.5; Margin of error (confidence interval) of ±5%, the equation for a very large population size whose number is not certain according to Smith & Albaum (2010) [38] and Orji (2017) [24] The required sample size is 385. The study used judgmental sampling and face to face administration of questionnaire, where the researchers selected units to be sampled based on their knowledge and professional judgment as suggested by Orji & Enobun (2018) [21] and Orji, Enobun & Boman (2018) [22] . However, the questionnaire measurement of the study used a four point Likert rating scale as justified by Orji (2017) [24] , and Orji, Anyaogu & Chima (2018) [23] who argued that respondents have behaviour of either survey optimizing or satisfying thus, including neutral point could lead to decrease in measurement quality.…”