IRINGE Victoria Enyidah
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
OKWANDU Gabriel A.
Department of Marketing, faculty of administration and management
Rivers State University Nkpolu-Oroworukwo, Port Harcourt
Abstract
This study probed the correlation between brand sincerity and spiral consumption of consumers of cosmetic products in South-South Nigeria. Brand sincerity was used as the predictor variable, while spiral consumption, measured as frequency of purchase and level of debt was the criterion variable. This study adopted a survey research design. The population of the study consisted consumers of cosmetic products in South-South Nigeria. This population is infinite. So, the Cochran formula was used to determine a sample size of 384 consumers. Data for this study were collected from using structured questionnaire, of which 369 copies were used for the study. Data collected were analysed using mean, standard deviation and frequency for the univariate analyses; and Pearson product Moment Correlation for the bivariate analyses. The result of the analysis revealed that a positive and statistically significant correlation between brand sincerity and measures of spiral consumption. Thus, the study concludes that brand sincerity predict spiral consumption of consumers of cosmetic products in south-south Nigeria; and recommends that dealerships of cosmetic products in south-south Nigeria that seek to elicit spiral consumption of cosmetic products should project brand sincerity by ensuring authentic, transparent and honest brand communications.
Keyword: Brand sincerity, spiral consumption, frequency of purchase, level of debt.