Brand Awareness on Millennials’ Purchase Decision of Selected Beverages in Lagos State

Abstract

The study investigated the effect of brand awareness on millennials’ purchase decision of selected beverages in Lagos State. The study adopted survey research design and made use of primary data sourced with the use of a structured questionnaire, using 5-point Likert scale. The study employed regression analysis to determine the coefficient of each of the explanatory variables. Findings of the study revealed that brand recognition and brand recall, predicted millennials’ purchase decision of selected beverages in Lagos State. The null hypotheses were rejected because their P-values of F-statistics were less than 0.05.The study concluded that brand recognition, brand recall, can significantly determine the millennials purchase decision of selected beverages in Lagos. The study therefore recommended that, manufacturer and managers should make distinction in their brand offerings to generate momentum needed in the market place, developed and projected brand according to image in customer’s mind.

Keywords: Brand recognition, Brand recall, Purchase decision, Millennials.