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A review of customer perceptions of brand authenticity in Nigerian retail business: A study of supermarkets in Benue State

  • Project Research
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Background of the Study

Brand authenticity is increasingly being recognized as an essential component of brand equity and consumer loyalty. Consumers are more likely to trust and engage with brands they perceive as authentic, as authenticity often signals transparency, reliability, and a commitment to quality. In the retail sector, especially in supermarkets, customers’ perceptions of a brand's authenticity can significantly influence their purchasing decisions (Ajayi, 2023). Nigerian consumers, in particular, are becoming more discerning and are increasingly looking for brands that align with their values and offer genuine products and services.

Supermarkets in Benue State, like those in other regions of Nigeria, face the challenge of establishing brand authenticity in an increasingly competitive market. The perception of authenticity can be shaped by factors such as product quality, corporate social responsibility (CSR) initiatives, customer engagement, and the transparency of business practices. However, there is a lack of research focusing on how Nigerian consumers perceive brand authenticity, especially in supermarkets. This study seeks to explore how customers in Benue State perceive the authenticity of supermarket brands and how this perception impacts their buying behaviors.

Statement of the Problem

While many supermarkets in Benue State focus on product quality and customer service, there is limited understanding of how consumers perceive brand authenticity and how it influences their purchasing decisions. This gap in knowledge makes it difficult for retailers to effectively communicate their brand values and create a lasting emotional connection with customers. The study aims to investigate how brand authenticity is perceived by consumers in Benue State and how it affects their shopping habits.

Objectives of the Study

  1. To investigate the factors that contribute to customers’ perceptions of brand authenticity in supermarkets in Benue State.
  2. To examine how perceptions of brand authenticity influence consumer loyalty and purchasing behavior.
  3. To provide recommendations for improving the authenticity of supermarket brands to increase customer engagement and loyalty.

Research Questions

  1. What are the key factors that influence customers’ perceptions of brand authenticity in supermarkets in Benue State?
  2. How do perceptions of brand authenticity affect consumer loyalty and purchasing behavior in supermarkets?
  3. How can supermarkets in Benue State enhance their brand authenticity to attract and retain customers?

Research Hypotheses

  1. There is a significant relationship between customers’ perceptions of brand authenticity and their loyalty to supermarkets in Benue State.
  2. Consumers who perceive a supermarket brand as authentic are more likely to make repeat purchases.
  3. Supermarkets that improve their brand authenticity experience increased customer satisfaction and sales.

Scope and Limitations of the Study

This study will focus on supermarkets in Benue State and explore customer perceptions of brand authenticity. It will not include other retail sectors or regions. Limitations include the subjective nature of brand perception and potential biases in consumer self-reporting.

Definitions of Terms

  • Brand Authenticity: The extent to which a brand is perceived as genuine, transparent, and aligned with its stated values.
  • Customer Loyalty: A customer’s willingness to repeatedly purchase from a particular brand or business.
  • Supermarkets: Retail stores offering a wide variety of food, beverages, and household goods.




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