An Investigation of Sentiment Analysis in Measuring Brand Perception: A Study of Fast-Moving Consumer Goods (FMCG) Companies in Sokoto State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
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.
Related Project Materials
An evaluation of the use of artificial intelligence in diagnostic healthcare: A study of private hospitals in Sokoto State
Background of the Study
Artificial intelligence (AI) has rapidly transformed various sectors, and healthcare is no exceptio...
An evaluation of healthcare cost management in Nigerian hospitals: A case study of Reddington Hospital, Lagos
Background of the Study
Healthcare cost management is a critical aspect of ensuring that hospitals provide quality services...
The Impact of Machine Learning Algorithms on Economic Forecasting in Nigeria
Background of the Study
Machine learning (ML) algorithms have revolutionized the field of economic forecasting by enabling...
Effectiveness of Accounting Information System in Budget Implementation in Damaturu Local Government Area
Background of the Study
Effective budget implementation is essential for ensuring that local government...
THE ROLE OF ACCOUNTING FOR PUBLIC GRANTS AND SUBSIDIES:
THE ROLE OF ACCOUNTING FOR PUBLIC GRANTS AND SUBSIDIES: This research aims to (i) analyze the current practices in accounting for public grants and...
IMPROVING URBAN RESIDENTS AWARENESS OF THE IMPACT OF HOUSEHOLD ACTIVITIES ON CLIMATE CHANGE
ABSTRACT
This study was carried out to examine improving urban residents awareness of the impact of hou...
AN INVESTIGATION INTO THE CAUSES, PREVALENCE AND EFFECT OF FEMALE PROSTITUTION IN NIGERIA TERTIARY INSTITUTIONS: A CASE STUDY OF COLLEGE OF EDUCATION, EKIADOLOR-BENIN AS A CASE STUDY
STATEMENT OF THE PROBLEM
Statistically, prostitution is an alarming problem to the human society. Prostitution is a form...
Investigation into the Feasibility of Quantum Computing Adoption in Nigerian Universities: A Case Study of University of Jos, Plateau State
Background of the Study
Quantum computing holds immense promise for various sectors, including healthcare, finance, and aca...
THE EFFECT OF EMPLOYMENT ON SANDWICH GRADUATE AT THE LABOUR MARKET
Background of the Study
The growing and expanding economic responsibilities of governments...
The Effect of Inter-Party Dialogue on Conflict Resolution During Elections: A Case Study of Katsina Local Government, Katsina State
Background of the Study
Inter-party dialogue is a critical mechanism for fostering peaceful elections and resolving conf...
