An Investigation of the Use of Neuromarketing Techniques in Brand Positioning: A Study of Nestlé Nigeria in Borno State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the Study
Neuromarketing, the application of neuroscience and psychological principles to marketing strategies, has gained attention as a way to better understand consumer behavior and improve brand positioning (Lee et al., 2023). It involves the use of techniques such as brainwave analysis, eye-tracking, and facial recognition to study consumer responses to marketing stimuli. Nestlé Nigeria has embraced neuromarketing to enhance its product positioning strategies, aiming to align their branding efforts with consumer desires and subconscious preferences (Oluwaseyi & Musa, 2024).
In Borno State, where Nestlé's products are popular but face competition from local and international brands, neuromarketing techniques could provide valuable insights into consumer perceptions. This study seeks to investigate how Nestlé Nigeria uses neuromarketing to strengthen its brand positioning and differentiate itself in a competitive market.
Statement of the Problem
The impact of neuromarketing techniques on brand positioning remains an emerging area of research, especially in the Nigerian context. While some companies have successfully integrated neuromarketing into their branding efforts, the specific effectiveness of such strategies for Nestlé Nigeria in Borno State is under-explored (Dada & Eze, 2023). This study will investigate how Nestlé leverages neuromarketing to position itself as a market leader in the region and the influence this has on consumer perceptions and brand preference.
Objectives of the Study
- To explore the use of neuromarketing techniques by Nestlé Nigeria in its brand positioning strategy in Borno State.
- To assess the effectiveness of neuromarketing in shaping consumer preferences for Nestlé Nigeria products.
- To analyze how neuromarketing contributes to Nestlé Nigeria’s competitive advantage in Borno State.
Research Questions
- How does Nestlé Nigeria use neuromarketing techniques in its brand positioning strategy in Borno State?
- To what extent do neuromarketing techniques influence consumer preferences for Nestlé products in Borno State?
- How does neuromarketing contribute to Nestlé Nigeria’s competitive advantage in Borno State?
Research Hypotheses
- Neuromarketing techniques do not significantly impact brand positioning for Nestlé Nigeria in Borno State.
- Neuromarketing significantly influences consumer preferences for Nestlé Nigeria products in Borno State.
- The use of neuromarketing provides a competitive advantage for Nestlé Nigeria in Borno State.
Scope and Limitations of the Study
This study focuses on Nestlé Nigeria's use of neuromarketing in Borno State. Limitations include potential difficulties in measuring subconscious consumer responses accurately and variability in individual responses to neuromarketing stimuli.
Definitions of Terms
- Neuromarketing: The use of neuroscience techniques to study consumer behavior and enhance marketing strategies.
- Brand Positioning: The strategy used to create a distinct image of a brand in the minds of consumers relative to competitors.
- Consumer Preferences: The choices and inclinations of consumers toward specific brands or products, often influenced by subconscious factors.
Related Project Materials
The Impact of Nurse-Patient Communication on Psychiatric Patients’ Recovery: A Case Study of Federal Neuropsychiatric Hospital, Yaba, Lagos State
Background of the Study
Effective communication between nurses and psychiatric patients is a crucial component of mental...
An examination of unified marketing strategies on market share: A case study of an FMCG company in Lagos, Nigeria.
Background of the study
Unified marketing strategies have become essential for FMCG companies...
An evaluation of technical education as a solution to skill shortages in Kanam Local Government Area, Plateau State
Background of the study
Technical education has increasingly been recognized as a vital mechanism for addressing the perva...
STRATEGIES FOR PROMOTING COLLABORATION BETWEEN VOCATIONAL SCHOOLS AND INDUSTRIES
Abstract: Strategies for promoting collaboration between vocational schools and industries...
An evaluation of international legal instruments on combatting illicit financial flows: Evidence from global anti-corruption efforts
Background of the Study
Illicit financial flows (IFFs) pose significant challenges to global economic stability and governa...
A study of public relations ethics on improving corporate image: Evidence from a government agency in Abuja, Nigeria
Background of the study
Public relations ethics are foundational for building and sustaining a positive corporate image, especially withi...
The impact of economic reforms on labor market outcomes in Nigeria: An evaluation of Federal Government policies.
Background of the Study :
Over the past two decades, Nigeria’s labor market has undergone substantial changes amid sweeping economi...
The Effect of Political Institutions on Democracy Consolidation: A Study of Lafia LGA, Nasarawa State
Chapter One: Introduction
1.1 Background of the Study
Political institutions play a significant...
An Evaluation of Nurses’ Adherence to Postpartum Hemorrhage Management Protocols at Federal Teaching Hospital, Gombe
Background of the Study
Postpartum hemorrhage (PPH) remains one of the leading causes of maternal morta...
An examination of the effectiveness of continuing education in reducing the prevalence of gambling among youths in Minna Local Government Area, Niger State
Background of the Study
Continuing education has emerged as a critical tool for addressing social vices among youths, part...
