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BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES

Authors: AJILORE Kolade

Publication Type: Journal article

Journal: Communication Review

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Abstract

Perfume is a major body grooming and fashion item. It could play a role in the expression of personal and social identity among young people. The main objective of this study was, therefore, to examine functional and symbolic brand associations of perfumes as they influence the purchase decision and consumption pattern of Babcock University undergraduates. This study was anchored on the Self-congruity theory and adopted the survey research design. Using Saunders, Lewin and Thornhills (2009) formula for calculating sample size, a sample size of 212 was drawn from a population of 8,968 undergraduates. From the findings of this study, it was revealed that the respondents were less likely to be loyal to one brand of perfume as they try out new brands from time to time. It was discovered that the respondents depend more on word of mouth prescriptions from friends and family members to make a brand choice of perfume than from adverts seen in the print and electronic media. It was also found out that, when making purchase decision, the respondents place more priority on the perfume scent, quality and brand name; and less on price and packaging. This study reached the conclusion that young people use perfumes more for symbolic reasons than for functional reasons, which significantly influence their purchase decision and consumption pattern.

Keywords: Brand Associations, Self-concept, Conspicuous Consumption, Purchase decision, Consumption pattern.

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AJILORE,K. . (2018). BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES, 4 (), 221-221.

AJILORE,K. . "BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES" 4, no (), (2018): 221-221.

AJILORE,K. and . (2018). BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES, 4 (), pp221-221.

AJILOREK, . BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES. 2018, 4 ():221-221.

AJILORE,Kolade , . "BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES", 4 . (2018) : 221-221.

A.Kolade , "BRAND ASSOCIATIONS AS A PREDICTOR OF CONSPICUOUS CONSUMPTION OF PERFUMES AMONG BABCOCK UNIVERSITY UNDERGRADUATES" vol.4, no., pp. 221-221, 2018.

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