IRINGE Victory Enyidah
Department of Marketing, Faculty of Administration and Management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt.
Abstract
This study examined the relationship between brand sincerity and spiral consumption behaviour.
Brand sincerity was the predictor variable, while spiral consumption is the criterion variable, and was proxied by frequency of purchase, consumer confidence and level of debt. This study adopted a correlational research design. The population of the study consisted consumers of cosmetic products in South-South Nigeria. The used randomly surveyed 228 consumers of cosmetic products from the 6 States of South-South Nigeria. Questionnaire was used to collect primary data from the respondents.
The study tested 3 hypotheses using the Pearson Product Moment Correlation, relying on Statistical Package for the Social Sciences (SPSS) version 23.0. Tests of hypotheses showed that brand sincerity has strong positive and statistically significant correlation with spiral consumption. The study concludes that brand sincerity relates to spiral consumption, and that brand sincerity is a strong pretext to elicit frequency of purchase, consumer confidence and level of debt of consumers of cosmetic products in South-South Nigeria. Thus, the study recommends manufacturers and dealer of cosmetic products should build brand sincerity if they seek to elicit spiral consumption of consumers.
Keywords: Brand sincerity, consumer confidence, frequency of purchase, level of debt, spiral consumption.