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An Empirical Analysis of Dominant Awareness Levels as Catalyst for Consumer Loyalty in the Automotive Lubricants Industry of Lagos State Nigeria

Author

Listed:
  • Ojo, James Olanipekun

    (Department of Business Administration, McPherson University, Seriki Sotayo, Ogun State, Nigeria)

  • Kesinro, Olalekan Rasheed

    (Department of Administration and Management, Crawford University, Igbesa, Ogun State, Nigeria)

Abstract

The study examines the empirical analysis of Dominant Awareness Levels as a catalyst for Consumer Loyalty in the automotive lubricants markets of Lagos State, Nigeria. The study adopted the descriptive survey design to examine 2,824,047 vehicle owners registered with the Motor Vehicle Administration Agency (MVAA) between 2003- 2013. Stratified sampling technique was used to draw a sample of 1,890 from the 20 local government areas of the state. Questionnaire was the main instrument for data collection and the simple percentile statistical technique was used for analysis. The study reveals that there is positive relationship between Dominant Awareness Levels and Consumer Loyalty in the auto-lubricants industry and therefore recommends that marketing practitioners should design awareness techniques that clearly enhance consumer loyalty driven by brand awareness in the lubricants industry of Lagos State, Nigeria.

Suggested Citation

  • Ojo, James Olanipekun & Kesinro, Olalekan Rasheed, 2017. "An Empirical Analysis of Dominant Awareness Levels as Catalyst for Consumer Loyalty in the Automotive Lubricants Industry of Lagos State Nigeria," Noble International Journal of Business and Management Research, Noble Academic Publsiher, vol. 1(7), pages 118-122, July.
    • Handle: RePEc:nap:nijbmr:2017:p:118-122
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    References listed on IDEAS

    as
    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
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