Background of the Study
Sentiment analysis, a subset of natural language processing (NLP), involves analyzing text data to determine the sentiment behind consumer opinions. For FMCG companies, understanding brand perception through sentiment analysis helps in shaping marketing strategies, enhancing customer experiences, and improving product offerings (Eze & Abubakar, 2024).
In Sokoto State, where FMCG companies face competition from both local and international brands, sentiment analysis provides an opportunity to track consumer feelings about brands, products, and services in real-time. This study investigates the use of sentiment analysis in measuring brand perception in FMCG companies operating in Sokoto State, aiming to provide insights into the effectiveness and challenges of this tool.
Statement of the Problem
FMCG companies in Sokoto State face challenges in effectively measuring and responding to brand perception due to limited access to advanced analytics tools and data sources. As consumer preferences evolve rapidly, traditional methods of gauging brand perception, such as surveys and focus groups, often fail to capture real-time sentiment (Zubairu & Yusuf, 2025).
Despite the potential of sentiment analysis to provide timely insights into brand perception, its adoption in Sokoto State’s FMCG sector is limited. This study addresses the gap by examining the extent to which sentiment analysis is employed in this sector and identifying the challenges and opportunities for improvement.
Objectives of the Study
To assess the use of sentiment analysis in measuring brand perception among FMCG companies in Sokoto State.
To evaluate the impact of sentiment analysis on brand perception and marketing strategy.
To identify the challenges faced by FMCG companies in using sentiment analysis and propose solutions.
Research Questions
To what extent do FMCG companies in Sokoto State use sentiment analysis to measure brand perception?
How does sentiment analysis impact brand perception and marketing strategies for FMCG companies?
What challenges hinder the use of sentiment analysis in FMCG companies, and how can they be overcome?
Research Hypotheses
Sentiment analysis has no significant impact on brand perception for FMCG companies in Sokoto State.
The adoption of sentiment analysis does not significantly enhance marketing strategies for FMCG companies.
Addressing challenges related to sentiment analysis has no significant effect on its adoption and effectiveness.
Scope and Limitations of the Study
The study focuses on FMCG companies in Sokoto State and their use of sentiment analysis to measure brand perception. Limitations include access to internal data, variability in the use of sentiment analysis tools, and possible bias in public sentiment data.
Definitions of Terms
Sentiment Analysis: The use of natural language processing to identify and extract subjective information from text data.
Brand Perception: Consumer attitudes and perceptions toward a brand based on their experiences and interactions.
FMCG Companies: Businesses that sell consumer goods quickly and at relatively low cost, such as food, beverages, and toiletries.
Background Of The Study
Advertising has been characterized as a powerful communication force as well as...
ABSTRACT
This study was conducted to determine the effectiveness environmental sanitation practices on...
Background of the study
In recent years, the role of secretaries within organizations has undergone sig...
Background of the Study
Rural electrification is a critical component of socio-economic development, providing communities...
Cultural beliefs and practices play a significant role in sh...
Mental health awareness is essential in reducing the stigma, misconceptions,...
Background of the Study
Zoonotic diseases, which are infections transmitted between animals and humans, represent a sign...
Background to the Study
The doctrine of separation of power entails the divisions of power among the different organs of...
ABSTRACT
There is increasing recognition of the importance of early environmental exposures in the deve...
ABSTRACT
The study newspaper Coverage of Crime reportage is an Analysis that is meant to examine the seriousness accorde...