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
Research Questions
Research Hypotheses
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.
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