BRAND AWARENESS AND CONSUMER PURCHASE INTENTION: EXAMINING SOME BREAD BRANDS IN ANAMBRA STATE, NIGERIA

Abstract

Consumer preferences towards bread brands have considerably changed due to economic, social and cultural changes. These have created challenges for companies in keeping consumers continuously aware of their products and preventing them from switching to other related brands. The aim of this paper examine the influence of brand awareness on consumer purchase intention of selected bread brands in Anambra State, Nigeria. The operational dimensions for consumer awareness include: brand name, brand recognition, brand recall, and top-of-mind awareness. The study adopted a positivistic ontology and descriptive survey design. Due to the infinite nature of the population, 384 were purposively sampled. Multiple regression analysis was used to analyse the data. The study found that brand awareness has a significant influence on consumer intention. The paper concluded that brand awareness has a significant influence on consumer intention of some bread brands in Anambra State, Nigeria. The study recommended that producers and marketers of breads should pay special attention to building good brand awareness as a part of their branding strategy since it can enhance consumer purchase intention.