EXPLORING THE IMPACT OF AUDITORY PERCEPTION ON BRAND PERFORMANCE IN QUICK-SERVICE RESTAURANTS IN RIVERS STATE

Abstract

This study sought to understand the nexus between auditory perception and brand performance in the context of quick-service restaurants in Rivers State. The study adopted a cross-sectional research design with a correlational investigation type. The population for this study comprised the 15 registered quick-service restaurants operating in Rivers State, which are also enlisted in the Nigerian Directories and Search Engine. The study adopted the Census method and administered four (4) copies of questionnaire to management staff from each of the 15 firms, making it a total of 60 respondents for the study. These managers included Operations Managers, Customer Service Managers, Marketing Managers and Supervisors of quick service restaurants in Rivers State. Pearson’s Product Moment Correlation (PPMC) was used in testing the various hypotheses with the help of the Statistical Packages for Social Sciences Version 23.0. The findings revealed existence of significant nexus between auditory perception and brand performance of quick-service restaurants in Rivers State. Based on the findings, the study concluded that auditory perception has significant nexus with brand performance of quick service restaurants in Rivers State. The study recommended that managers of quick service restaurants should carefully curate their auditory landscapes to enable an atmosphere that appeals to their target audience and align their services with their brand performance; they should also consider the strategic role of auditory perception in their quest to understand consumer behavior, this would boost brand loyalty as well as improve overall performance