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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
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  • 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

  1. To explore the use of neuromarketing techniques by Nestlé Nigeria in its brand positioning strategy in Borno State.
  2. To assess the effectiveness of neuromarketing in shaping consumer preferences for Nestlé Nigeria products.
  3. To analyze how neuromarketing contributes to Nestlé Nigeria’s competitive advantage in Borno State.

Research Questions

  1. How does Nestlé Nigeria use neuromarketing techniques in its brand positioning strategy in Borno State?
  2. To what extent do neuromarketing techniques influence consumer preferences for Nestlé products in Borno State?
  3. How does neuromarketing contribute to Nestlé Nigeria’s competitive advantage in Borno State?

Research Hypotheses

  1. Neuromarketing techniques do not significantly impact brand positioning for Nestlé Nigeria in Borno State.
  2. Neuromarketing significantly influences consumer preferences for Nestlé Nigeria products in Borno State.
  3. 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.




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