Consumers’ Perception of MTN Advertising Slogan Changes: Study of Plateau State University Students, Bokkos

Consumers’ Perception of MTN Advertising Slogan Changes: Study of Plateau State University Students, Bokkos

Abstract:

Slogans are embodiments of brand essences. They are thought to have potential to induce emotional responses that may steer consumers toward certain products. The aim of this study was to ascertain consumers‟ perceptions of the frequent changes in slogans of heavily advertised brand like MTN GSM Network. The objectives of the study are, (i) to find out students‟ frequency of exposure to MTN slogans;(ii) to ascertain students‟ reaction towards the frequent changes in MTN slogan; (iii) to find out students‟ preference of MTN slogans;(iv) to ascertain the recall rate of MTN slogans among students; and (v) to determine students‟ perception of MTN advertising slogans. The study employed survey design with structured questionnaire as the instrument. The populations of this study are undergraduate students of Plateau State University, Bokkos. The study sampled 323 respondents using multi-stage and stratified random sampling techniques. The data gathered was analyzed using cross-tabulation, correlation and percentages to analyze the frequency. The findings indicate that, frequent changes in MTN advertising slogans seem to affect students recall ability negatively. It was observed that, the changes have no influence on their purchasing decisions but rather, the quality and reliability of the network. Therefore, the study concludes that consumers perceive the frequent changes in slogans as a primary obstacle to recall. The study therefore recommends that MTN and other service providers may consider using one slogan over medium to long term because this will make their product visible and unique. Also, the longer the life span of the slogan, the easier for consumers to recollect and remain loyal to the brand.

Consumers’ Perception of MTN Advertising Slogan Changes: Study of Plateau State University Students, Bokkos