Title: Marketing Hype And Brand Preferences Of Fast-Moving Consumer Goods Firms In South South Zone, Nigeria
Authors: Ndifreke Akaninyene Eno
Prof. Anietie Benson Akpan
Volume: 7
Issue: 12
Pages: 148-158
Publication Date: 2023/12/28
Abstract:
Ensuring effective reach and exposure of communication efforts among the targeted consumers is the first and foremost challenge to be faced by marketers and the changes in consumer behaviour has required firms to find suitable ways of reaching their customers while aiming at increasing its overall brand preferences. The use of marketing hype has been seen as one of the contemporary ways of achieving this. With this regards, this study was carried out to examine the effect of marketing hype on brand preferences of Fast Moving Consumer Goods (FMCGs) firms in South-South Zone, Nigeria. The dependent variable was brand preferences and the independent variable was marketing hype. The study adopted a descriptive research design. The population of the study consisted of 270 employees of twenty (20) selected FMCGs firms in South-South Zone, Nigeria. Since the population was small, a census sampling technique was used employed. Data for the study were collected using structured copies of questionnaire from two hundred and seventy (270) respondents. The hypothesis in the study was tested using simple regression model at a 5% level of significance. From the data analysis, findings revealed that the marketing hype significantly affect brand preference. From the findings, it was concluded that marketing hype enhances brand preferences of FMCGs firms in south-south zone, Nigeria. Thus, it was recommended that FMCGs firms in south-south zone, Nigeria, that want to improve their brand preferences should adopt modern means of internet and mobile devices in their marketing campaigns to increase consumers brand preference of their products.