Analysis Of Consumer Product Acceptances On Brand Loyalty

CHAPTER ONE 1.1 INTRODUCTION In our economy today, wants satisfaction has generally replaced the necessity of fulfilling only basic physiological needs. This however has exposed Nigerian consumers who by virtue of circumstances, education and awareness are becoming enlightened as the day go by to numerous influences and factors which propel them to accept a product or develop a brand loyalty.Consumer’s attitude towards a product according to Kotler and Armstrong (2008:143) is being shaped and influenced by psychological factors such as motivation, perception, learning, personality, attitude an…