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A study of the impact of experiential marketing on brand perception: A case study of Nigerian Bottling Company in Kwara State

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Background of the Study

Experiential marketing, also known as engagement marketing, is an approach that invites customers to actively participate in brand experiences rather than passively receiving marketing messages. By involving customers in memorable, interactive experiences, brands can create stronger emotional connections with their audience, leading to increased brand loyalty and a more positive perception of the brand. In sectors such as food and beverages, where competition is fierce and consumer choices are often influenced by emotional and sensory experiences, experiential marketing plays a crucial role in shaping brand perceptions.

The Nigerian Bottling Company (NBC), a subsidiary of Coca-Cola HBC, is one of Nigeria’s leading beverage companies, offering a wide range of soft drinks, juices, and other beverages. In Kwara State, NBC has implemented experiential marketing strategies to enhance consumer engagement and shape brand perception. By organizing events, activations, and campaigns that involve direct interaction with consumers, NBC creates opportunities for customers to experience the brand firsthand, fostering positive associations and strengthening their emotional connection to the products.

NBC's use of experiential marketing in Kwara State focuses on connecting with consumers through activities such as product sampling, sports sponsorships, and community events. These activities offer consumers a chance to interact with the brand in a fun and memorable way, ultimately influencing their perceptions of NBC's products and services. The sensory engagement provided through these experiences enhances brand recall, drives customer loyalty, and encourages repeat purchases.

This study seeks to evaluate the impact of experiential marketing on brand perception for the Nigerian Bottling Company in Kwara State. The research will examine how experiential marketing campaigns shape consumer attitudes toward NBC's products and influence purchasing decisions.

Statement of the Problem

The Nigerian beverage market is highly competitive, with several multinational and local brands vying for consumer attention. While experiential marketing is recognized as an effective tool for shaping brand perception, the specific impact of NBC's experiential marketing efforts on brand perception in Kwara State has not been extensively studied.

NBC faces the challenge of standing out in a crowded market, where consumers are bombarded with numerous brand messages daily. Despite the company’s investments in experiential marketing, the effectiveness of these campaigns in positively influencing consumer perceptions remains uncertain. This study aims to investigate the role of experiential marketing in shaping brand perception and assess its impact on consumer preferences for NBC products in Kwara State.

Objectives of the Study

  1. To examine the impact of experiential marketing on brand perception for the Nigerian Bottling Company in Kwara State.

  2. To evaluate the relationship between experiential marketing and consumer attitudes toward NBC's products in Kwara State.

  3. To identify the factors that contribute to the success of experiential marketing in influencing brand perception for NBC in Kwara State.

Research Questions

  1. How does experiential marketing influence brand perception for the Nigerian Bottling Company in Kwara State?

  2. What is the relationship between experiential marketing and consumer attitudes toward NBC's products in Kwara State?

  3. What factors determine the effectiveness of experiential marketing in shaping brand perception for NBC in Kwara State?

Research Hypotheses

  1. Experiential marketing has a significant impact on brand perception for the Nigerian Bottling Company in Kwara State.

  2. There is a positive relationship between experiential marketing and consumer attitudes toward NBC's products in Kwara State.

  3. The effectiveness of experiential marketing is influenced by factors such as event relevance, customer participation, and brand messaging consistency.

Scope and Limitations of the Study

This study will focus on the Nigerian Bottling Company’s use of experiential marketing in Kwara State. It will assess the effectiveness of different experiential marketing activities, such as product sampling and community activations, in shaping consumer perceptions and attitudes.

A limitation of the study may include the challenge of accessing detailed data on NBC's marketing campaigns or obtaining consumer feedback, as this information may be confidential. Additionally, the study's findings may not be generalizable to other regions or brands, as consumer behavior can vary based on geographic and cultural factors.

Definitions of Terms

  • Experiential Marketing: Marketing strategies that engage consumers in interactive and memorable experiences, often through events, product demonstrations, or immersive activities.

  • Brand Perception: The way in which consumers view and interpret a brand, influenced by factors such as experiences, marketing messages, and social factors.

  • Consumer Attitudes: The beliefs, feelings, and evaluations that consumers hold toward a particular brand, which influence their purchasing decisions.

  • Brand Recall: The ability of consumers to remember and recognize a brand, often enhanced by repeated exposure and positive experiences.





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