Product's promotion patterns and their effects on consumers' purchase intentions, brand loyalty and attitude

Abstract

This research investigated the influence of promotional patterns of Coca-Cola products on purchase intentions, loyalty and attitude of consumers in Nigeria. Ninety randomly selected social science undergraduates of a major Nigerian university participated in the study. Participants were randomly assigned to three new Coca-Cola television promotions, namely, dream trip; open and win; and collect and win. The study was set in a human laboratory of the university's psychology department. Following timed viewing of the product's promotions on television, participants completed a structured questionnaire that tapped information on four key areas, namely, socio-demographics, consumer attitude, purchase intentions and brand loyalty. A one-way analysis of variance tested each of three hypotheses. Result showed that there was no significant difference in the purchase intentions of participants exposed to Coca-Cola open and win and collect and win promotions. Similarly, there was no significant difference in the brand loyalty of participants exposed to the Coca-Cola dream trip promotion and participants exposed to the Coca-Cola collect and win promotions. Findings of the study were discussed in line with conceptual and practical trends involving the subject areas investigated.

African Journal for the Psychological Study of Social Issues Vol. 9(2) 2006: 249-256