BRAND IMAGE AND CUSTOMER SATISFACTION AT UNILEVER NIGERIA PLC IN LAGOS, NIGERIA
DOI:
https://doi.org/10.61089/abej.2024.2.85Abstract
The extreme importance of customer satisfaction and customer loyalty cannot be overstated in today's highly competitive business contexts. Regardless of how much emphasis has been placed on it, research focused specifically on customer satisfaction has not been given adequate attention within the fast moving consumer goods (FMCG) industry in Nigeria. Therefore, this study seeks to determine the effect of brand image on consumer satisfaction in Unilever Nigeria Plc. in Lagos State, Nigeria. The study utilizes a descriptive research design on the strength of a cross-sectional survey of 400 respondents to a structured questionnaire. The collected data was analyzed using both descriptive and inferential statistics, including Pearson correlation analysis. The findings reveal that a significant relationship exists between brand image and customer satisfaction in Nigeria. The study also shows that brand awareness and brand attachment have the highest level of relevance on customer satisfaction.
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References
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