Abstract:
This work examined the effect of brand awareness on prospect purchase intention of selected vegetable oil brands in Nasarawa State. The study aimed to ascertain the effect of brand recognition, brand recall and brand knowledge on prospects purchase intention of selected vegetable oil brands. Relevant conceptual, theoretical and empirical literatures were reviewed. This research work is anchored on Howard and Sheth model. The study adopted survey research design. The population of the study constitutes the consumers of three vegetable oil brands (Turkey Vegetable Oil, Power Oil, Gino vegetable oil) in the region.About 250 consumers of these vegetable oils from the state were sampled for the study using purposive sampling technique. Questionnaire was employed as the major instrument of data collection. The data generated were analyzed using descriptive statistics and multiple regression analysis. The study discovered among other things that brand knowledge, brand recognition and brand recalls has significant positive effect on prospects purchase intention for selected vegetable oil brands in Nasarawa State. Based on the foregoing, the study concludes that brand awareness have significant positive effect on prospects purchase intention. The study recommends that integrated marketing communication should be employed to create brand awareness for vegetable oil brands in Nasarawa State.
Keywords: Brand Awareness, Brand Recognition, Brand Recall, Brand Knowledge, Purchase Intention
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author/Ibrahim, Jafaru Itopa et al
journal/Zamfara IJOH Vol. 1 Issue 3
pdf-https://drive.google.com/file/d/1J_xO_WcgYnPY2PMSfCt_DABu36b9wzse/view?usp=share_link
paper-https://drive.google.com/file/d/1J_xO_WcgYnPY2PMSfCt_DABu36b9wzse/view?usp=share_link
