Browsing by Author "Oniku. Ayo Christopher"

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    Aaker’s Brand Personality and Millennial Buying Behaviour of Smart
    (Department of Business Administration, University of Ilorin, Ilorin, 2022) Oniku. Ayo Christopher; Olowo, Ahmed AbdulGaniyu
    Millennial Market is one of the most significant markets that many organizations are paying attention to in today’s business world and the major reason for this is because of the growth and potentials the market possesses. This study examined the applicability of Aaker’s brand personalities framework on millennial’ experience in smartphone purchase with keen interest in University of Ilorin students. The study adopted a cross-sectional research design and the sample size of 397 was arrived at using the Yamane (1967) formula for finite population. The data was analyzed using inferential statistical (multiple regression) to test the hypotheses. The findings of the study show that Aaker’s personalities scale (i.e., sincerity, excitement, sophistication, and ruggedness) have significant influence on the millennial experience in smartphone purchase with the value of p = .000 < 0.05. More so, it was established that Aaker’s personalities framework scale (competence) has significant influence on millennial experience in smartphone purchase. It was therefore concluded that Aaker’s personalities framework significantly influences customers experience in purchasing decision process especially the millennial. The study recommended that organization developing a customer’s solution oriented products should ensure sincerity, excitement, sophistication, ruggedness and competence embedded into what they offer to the market