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
Enhancing Network Forensics Capabilities for Cybercrime Investigation in Federal University, Dutsin-Ma, Katsina State
Background of the Study:
Network forensics is an essential aspect of cybercrime investigations, especially in academic inst...
DESIGN AND IMPLEMENTATION OF COMPUTER SECURITY: DATA ENCRYPTION, DECRYPTION AND KEY HASH ALGORITHMS
STATEMENT OF THE PROBLEM
The problem is security. The password method used in almost all commercial ope...
An evaluation of the effectiveness of word-of-mouth marketing in retail business growth: A study of fashion stores in Sokoto State
Background of the Study
Word-of-mouth marketing (WOM) is one of the oldest and most po...
THE ROLE OF TAX ACCOUNTING IN ESTATE PLANNING
Abstract: THE ROLE OF TAX ACCOUNTING IN ESTATE PLANNING
This study investigates the role of tax accounting in estate planning, focusing o...
The impact of rural cooperative societies on agricultural credit access: a case study of First Bank of Nigeria
Background of the Study
Rural cooperative societies play a pivotal role in mobilizing resources and enhan...
FORENSIC ACCOUNTING AS A TOOL FOR FRAUD DETECTION AND PREVENTION
ABSTRACT
This study was intended to evaluate the extent to which forensic accounting can be used as a tool in fraud dete...
An assessment of exchange rate volatility’s economic impact on Nigeria’s trade: Evidence from the CBN (2000–2020).
Background of the study:
Exchange rate volatility has emerged as a critical determinant of trade performan...
An Examination of Morphological Adaptation in Nigerian Digital Communication: A Study of Hashtag Formation
Background of the Study
Hashtags have emerged as a powerful linguistic tool in digital communication, serving to categoriz...
An assessment of teacher attitudes toward integrating students with disabilities in Jalingo LGA, Taraba State
Background of the study
Teachers’ attitudes are pivotal in determining the success of inclusive education, particula...
A CRITICAL INVESTIGATION OF SAFETY AND SECURITY THREATS IN HOSPITALITY INDUSTRIES IN CROSS RIVERS STATE (A CASE STUDY OF SOME SELECTED HOTELS IN CALABAR)
Background Of The Study
According to Chan (2022), safety is a state in which risks and conditions that...
