BRAND AWARENESS AND PURCHASE FREQUENCY IN SELECTED SUPERSTORES INLAGOS STATE, NIGERIA

Abiodun Abimbola; Felicia Akanbi; Ebenezer Balogun; Philips Adebayo

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Published: 2026-05-03

Keywords:

Advertising, Brand Awareness, Nigeria Superstores, Purchase Frequency

Abiodun Yetunde Abimbola

Ladoke Akintola University of Technology

Akanbi Felicia Kehinde

Ladoke Akintola University of Technology

Balogun Ebenezer Oluwadamilare

University of Ilorin

Adebayo Philips Olugbemiga

Kwara State University

Abstract

In Nigeria, a mix of economic challenges and changing consumer behaviors particularly those related to essential goods have affected purchase frequency especially in the discretionary spending category, have experienced declines. Hence, this paper examined aims to investigate the effect of brand awareness on purchase frequency in Nigeria superstores. Specifically, it examined: the effect of advertisement, personal selling, public relations and sales promotion on purchase frequency. Survey research design was adopted with an infinite population and a sample size of 384 purposively selected internet-compliant customers of selected Nigeria Superstores in Lagos State, Nigeria were administered structured questionnaire. Data collected was analyzed using PLS-SEM. Findings revealed that Advertisement shows the strongest influence (β=0.332, t=8.121, p<0.001) on purchase frequency, followed by Sales Promotion (β=0.272, t=5.691, p<0.001), Public Relations (β=0.186, t=3.290, p=0.001), and Personal Selling (β=0.164, t=3.262, p=0.001) on purchase frequency respectively. It concluded that brand awareness is significantly vital for achieving strong purchase frequency in Nigeria Superstores. It therefore strongly recommended that Nigerian superstores should implement an integrated omnichannel advertising strategy by allocating 30% of their marketing budget to digital platforms (social media, mobile apps, and email marketing).

Issue

Vol. 1 No. 1 (2024): Journal of Management Sciences

Section

Articles

Author Biographies

Abiodun Yetunde Abimbola, Ladoke Akintola University of Technology

Department of Business Administration, Ladoke Akintola University of Technology,
Ogbomosho Oyo State

Akanbi Felicia Kehinde, Ladoke Akintola University of Technology

Department of Business Administration, Ladoke Akintola University of Technology,
Ogbomosho Oyo State

Balogun Ebenezer Oluwadamilare, University of Ilorin

Business Administration Department, University of Ilorin, Nigeria

Adebayo Philips Olugbemiga, Kwara State University

Department of Business and Entrepreneurship, Kwara State University Malete, Nigeria

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