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

James Olanipekun Ojo and Olalekan Rasheed Kesinro
Additional contact information
James Olanipekun Ojo: Department of Business Administration, McPherson University, Seriki Sotayo, Ogun State, Nigeria
Olalekan Rasheed Kesinro: Department of Administration and Management, Crawford University, Igbesa, Ogun State, Nigeria

Noble International Journal of Business and Management Research, 2017, vol. 1, issue 7, 118-122

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.

Keywords: Dominant Brand Awareness; Brand Recognition; Consumer Loyalty (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.napublisher.org/pdf-files/NIJBMR-477-118-122.pdf (application/pdf)
http://www.napublisher.org/?ic=journal&journal=8&month=07-2017&issue=7&volume=1 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:nap:nijbmr:2017:p:118-122

Access Statistics for this article

Noble International Journal of Business and Management Research is currently edited by Dr. Pratap Chandra Mandal

More articles in Noble International Journal of Business and Management Research from Noble Academic Publsiher Flat 290 B N Block Model Town, Lahore, Punjab, Pakistan.
Bibliographic data for series maintained by Managing Editor ( this e-mail address is bad, please contact ).