CONSUMER BRAND PERCEPTION VARIABLES AND PURCHASE INTENTION OF SELECTED FAST-MOVING CONSUMER GOODS FIRMS IN LAGOS STATE, NIGERIA

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The role of consumers in product purchase is critical as the success of any firm depends majorly on how the brand is perceived and the intention to purchase such product. However most firms do not position their products in the minds of the consumers which consequently results to little or non-brand perception as well as non-purchase intention by consumers. This study investigated the effect of consumer brand perception variables and purchase intention of selected fast-moving consumer goods (FMCGs) firms in Lagos State, Nigeria. Survey research design was adopted for this study. The population of the study was 1,774,657 consumers of fast-moving consumer goods firms that reside in different local governments of the different five regions in Lagos state Nigeria, and a sample size of 499 was determined using Krejcie and Morgan. Primary source of data was adopted with a validated and instrument with a Cronbach alpha value greater than 0.7. Both descriptive and inferential tools were used for the data analysis. Multiple regression analysis was used to determine the effect of the independent sub-variables on the dependent variable using Statistical Package for Social Science (SPSS) version 27. The study indicated that consumer brand perception variables have significant effect on the purchase intention of selected fast-moving consumer goods firms in Lagos State, Nigeria (Adj. R2 = 0.573; F (4, 425) = 106.412, p < 0.05). The study concluded that consumer brand perception has significant effect on the purchase intention of selected fast-moving consumer goods firms in Lagos State, Nigeria. The study recommended that management of fast-moving consumer goods firms should prioritize developing and maintaining strong brand perception among consumers which will enhance purchase intention and firm’s profitability.