Online ISSN: 2520-4521 | Print ISSN: 2522-6606
Volume 1 Number 7 July 2017
An Empirical Analysis of Dominant Awareness Levels as Catalyst for Consumer Loyalty in the Automotive Lubricants Industry of Lagos State NigeriaPages: 118-122
Authors: Ojo, James Olanipekun, Kesinro, Olalekan Rasheed
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.