THE INFLUENCE OF BRAND IMAGE ON CONSUMER BEHAVIOUR
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
ABSTRACT
The purpose of this study was to examine the effects of brand image on customer behavior in the Nigerian banking sector. The study was guided by the research questions that were aimed at answering how marketing mix strategies affected brand image and customer behavior in the Nigerian banking sectors; how brand positioning affected brand image and customer behavior in the Nigerian banking sector; and how demographics affected brand image and customer behavior in the Nigerian banking sector.
The study used descriptive research design. The design was used to determine the effects of brand image which was the independent variable on customer behavior which was the dependent variable in this study in the Nigerian banking sector. The target population in this study was 2050 in number. For this study, the sampling frame came from a list of loyal customers who banked with Diamond bank. Stratified sampling technique was used to select the respondents from among the list of loyal customers obtained from Diamond Bank. After the population had been divided into different loyalty period strata, each stratum was then sampled as an independent sub-population, out of which individual elements were randomly selected. The sample used was 10% of the target population which was 205 since the target population of 2050 was large.
Secondary data was collected from previous researches and works done by authors on the same subject matter. Data was collected from the target population using a structured questionnaire. The administration method selected for distributing the questionnaires was the “drop and pick” method.
Related Project Materials
THE ROLE OF STRATEGIC RESOURCE MANAGEMENT IN ACHIEVING COMPETITIVE ADVANTAGE
Abstract:
The objectives of this research are to (1) explore how strategic resource management contributes...
An examination of cost reduction strategies in the Nigerian hospitality industry: A case study of Transcorp Hilton Abuja
Background of the Study
The hospitality industry is a critical sector in Nigeria’s economy, contributing to employmen...
An Evaluation of the Challenges Faced by Nurses in Preventing Obstetric Complications at Federal Medical Centre, Katsina
Background of the Study
Obstetric complications are a leading cause of maternal morbidity and mortality. Nurses play a crucial role in pr...
The Effect of Maternal Education on Child Nutrition and Health Outcomes in Kebbi State
Background of the Study
Child nutrition and health remain critical public health concerns in Nigeria, particularly in rural and underserv...
EFFICIENT INTERNAL CONTROLS SYSTEM AND HUMAN RESOURCES MANAGEMENT
ABSTRACT
Although efficient Internal control is a critical component of company management and a f...
Evaluating the Effectiveness of Virtual Events in Promoting Social Causes in Yola South Local Government Area, Adamawa State
Chapter One: Introduction
1.1 Background of the Study
Virtual events have revolutionized the way social causes are promoted, of...
The Economic Impact of Hajj Pilgrimage Travel Agencies in Abuja
Background of the Study
The Hajj pilgrimage is one of the five pillars of Islam and holds immense spiritual significance...
THE INFLUENCE OF COST EFFICIENCY ON BUSINESS COMPETITIVENESS
ABSTRACT
THE INFLUENCE OF COST EFFICIENCY ON BUSINESS COMPETITIVENESS
This research explores the influence of cost efficiency o...
AN INVESTIGATION OF LOCAL GOVERNMENT FINANCES AND ACCOUNTING SYSTEM
BACKGROUND TO THE STUDY
The local government is the third level of governance. State governments have significant control over local gove...
The role of faith-based organizations in providing mental health support to older adults in Benue State
Background of the Study
Faith-based organizations (FBOs) play a pivotal role in many communities by providing spiritual guidance, social...
