TOP – OF - MIND AWARENESS AND CUSTOMER REPEAT – PURCHASE BEHAVIOUR: EVIDENCE FROM AUTOMOTIVE LUBRICANTS’ MARKETS OF LAGOS STATE NIGERIA

Top-of-mind awareness relates to the brand name that first comes to the mind when a consumer is presented with the name of the product classification. The study investigates the relationship between Top-of-mind awareness and Customer repeat-purchase behaviour in the automotive lubricants markets of Lagos State, Nigeria. The study adopted the descriptive survey design to examine 2,824,047 vehicle owners registered with the Motor Vehicle Administration Agency (MVAA) between 2003- 2013. The proportionate sampling technique (a variant of stratified sampling method) was used to draw a sample of 1,890 to reflect the proportions of auto-technicians in each of the 20 local government areas of the state. Questionnaire was the main instrument for data collection. Simple Regression Analysis and Pearson Product Moment Correlation (r) statistical techniques were used to test the hypothesis. The findings revealed that there is significant relationship between Top-of-mind awareness and Customer repeat-purchase behaviour in the auto-lubricants markets (R= 0.741, R2= 0.549, p< 0.05). The study concluded that there is significant relationship between Top-of-mind awareness and Customer repeat-purchase behaviour. Marketing practitioners, especially Brand Managers are therefore encouraged to make conscious efforts to focus on the use of robust product innovation campaigns by including engine sludge preventive materials, brand slogans, differentiating features and creative product jingles to maintain top-of-mind awareness and repeat purchases.