The effects of brand perception on consumers purchasing behaviour : Case: Unilever Nigeria PLC

Abstract

The topic of this study was chosen bearing in mind the effect of brand perception on consumers’ purchasing behaviour. It is imperative to know that product quality and product attribute affects consumer perception. Consumer’s perception forms an integral part of consumers’ buying behaviour and it determines the survival or failure of goods and services. However, the study aims to examine brand perception and the effect on consumers’ purchasing behaviour and highlight the satisfaction that consumer derives from product branding. Data was collected mainly through the use of questionnaires. The hypotheses were tested using chi-square test and data was analysed using simple percentage method. It was found that consumer’s perception of a product is related to the advertisement and that price largely influences the consumer’s attitude and behaviour in respect to the purchase of a product. Finally, recommendations were also made that advertising messages should be designed in such a way that it should be unambiguous and clearly understood by the consumers and it should be void of offensive language