THE IMPACT OF SOCIO-CULTURAL DISPARITIES ON BRAND PERCEPTION OF UNIVERSITY STUDENT (CASE STUDY OF KWARA STATE UNIVERSITY AND UNIVERSITY OF ILORIN

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

In the contemporary world, culture and consumerism have had an unparalleled interaction (HemaPatil and Bblakkapa, 2012). They go on to say that, given this relationship and the fact that the global economy is becoming increasingly cross-cultural, marketers will need to understand how socio-cultural disparities influence consumer brand choice, especially since culture is a powerful force in regulating human perception in the brands they consume. In Koutroulou and Tsourgiannis (2011), Booth and Shepherd found that cultural and economic elements, as well as a consumer's personality, attitudes, values, religion, and emotions, influence their decision-making process when choosing a brand. Consumer perception of a brand is influenced and motivated by factors such as culture, personality, lifestyle, income, attitudes, motivators, feelings, knowledge, ethnicity, family, values, available resources, opinions, experiences, peer groups, and other groups, according to Speiers, Gundala, and Singh (2014). In a similar vein, Sethi and Chawla (2014) said that specific consumer qualities, psychological elements, as well as social and cultural aspects, all impact the purchasing process of a brand's goods. Because they are important drivers in the development of attitudes, beliefs, and values, culture, subculture, and social class are recognized to have substantial impacts on people's brand preferences (Blythe, 2008). Similarly, according to Kotler and Armstrong (2013), individuals in a given culture share certain ideas and values that tend to resist change. This explains why it's difficult to modify a brand's patronage impression once it's formed. Many civilizations and religions consider some brands and goods to be holy ( e.g, pork meat). According to Solomon (2011), sacred consumption happens when particular things and experiences are "put aside" from everyday activity and treated with reverence before being eaten. According to Anyanwu (1993), the Muslim population does not consume pig meat for religious reasons, and any corporation seeking to alter this mentality would fail. Companies desiring to prosper in this community, on the other hand, should keep this in mind and focus on the creation and sale of other things that will appeal to them. Income, age, and stage in the consumer's life-cycle are also likely to have an influence on the marketing and consumption of a brand's goods. People vary their tastes in food, clothing, furniture, and leisure during their lives, according to Kotler and Armstrong (2013), who also stated that taste in food, clothes, furniture, and recreation is generally age-related. As a result, as individuals become older, their desire for and consumption of a given product decreases.

1.2 Statement of the problem

Culture, subculture, attitude, religion, and socioeconomic class are all proven to have a significant impact on customer purchasing behavior and perceptions of a brand ( Solomon,2011). University students have been shown to consume more of a variety of things, including food, apparel, perfume, shoes, purses, and a variety of other items. Kotler (2001) supports this viewpoint by claiming that culture is the most important driver of a person's perception and behavior toward a brand or product. He also claims that sociocultural differences in brand choice have the greatest and most profound impact on students' perceptions of product patronage behavior. Hence  the purpose of this study therefore is to look into the impact of socio- cultural disparities on brand perception of Universities student using  Kwara State University and University of Ilorin as case study.

1.3 Objective of the study

The primary objective of this study is as follows

1.        To evaluate the impact of cultural difference in the choice of brand patronage by students.

2.        To examine the perception of student on influence of social class in the choice of brand patronage.

3.        To find out the perception of students on the influence of religion in brand patronage.

4.        To examine the perception of students on the influence of attitude in the patronage of a brand.

1.4 Research hypotheses

The following null hypotheses have been formulated for the study:

H01: There is no cultural difference in the choice of brand patronage by students.

HO2: There is no difference in the perception of student on social class in the choice of brand patronage.

HO3: There is no difference in the perception of student on the influence of religion  in brand patronage.

1.5 Significance of the study

This study focuses on  impact of Socio-Cultural disparities on brand perception of Universities Student. Therefore this study will be of benefit to producers of products as it will help them know how student develop their perception towards a particular product and the factors that actually contributes to the them patronizing a brand.

This study will be significant to the academic community as it will contribute to the existing literature on the said topic.

1.6 Scope of the study

This study will  evaluate the impact of cultural difference in the choice of brand patronage by students. The study will also, examine the perception of student on influence of social class in the choice of brand patronage. The study will further find out the perception of students on the influence of religion in brand patronage. Lastly the study will examine the perception of students on the influence of attitude in the patronage of a brand. Hence this study will be delimited to Kwara State University and University of Ilorin.

1.7 Limitation of the study

This study was constrained by a number of factors which are as follows:

Just like any other research, ranging from unavailability of needed accurate materials on the topic under study, inability to get data.

Financial constraint , was faced by  the researcher ,in getting relevant materials  and  in printing and collation of questionnaires.

Time factor: time factor pose another constraint since having to shuttle between writing of the research and also engaging in other academic work making it uneasy for the researcher.

1.8 Definition of terms

Socio- cultural: combining social and cultural factors.

Disparities: this means the differences one or two persons  have on a thing

Brand perception:  what customers believe a product or service represents, not what the company owning the brand says it does

REFERENCES

Blythe, J. (2008). “Consumer Behaviour” Uk: Thanson, Pp. 190.

HemaPatil and BBlakkappa (2012). “The Influence of Culture on Cosmetics ConsumerBehaviour”. IOSR Journal of Business and Management (IOSRJBM) 3(4) Pp. 41-47.

Kotler, P. & Armstrong, G. (2013). “Principles of Marketing” 14th Edition Boston: Pearson Pp. 174

Kotler, P. (2001): “Marketing Management”, Millennium Editation, Tenth Edition, New Jersey

Koutroulou, A. and Tsourgiannis, L. (2011) “Factors Affecting Consumers’ PurchasingBehaviour Towards Local foods in Greece. The Case of the Prefecture of Xanthi”. ScientificBulletin-Economic Sciences, 10(16) Pp. 1-13).

Sethi, I. & Chawla, A.S. (2014). “Influence of Cultural, Social and Marketing Factors on theBuying Behaviour of Telecom Users: A Comparative Study of Rural, Semi-Urban andUrban Areas in and Around Chandigarh. Journal of Marketing Management 2(1) Pp. 98.

Solomon, M.R. (2011). “Consumer Behaviour Buying, Having and Being” 9th Edition Boston: Pearson Pp. 33.

Speiers, S., Gundala, R.R. & Singah, M. (2014). “Culture and Consumer Behaviour- A study ofTrinidad & Tobago and Jamaica” International of Journal of Marketing Studies 6(4) Pp. 92-99.

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