An Empirical Determination of Lagos Mainland Customers’ Perception of the Advertising Slogan –“New” or “New Improved” As Used by Low Risk Brand Marketers

Aims: The copy claim- “new” or “new improved” has enjoyed generous usage by low risk product marketers in advertising this range of products. The prevalence of this slogan has made it necessary to understand what it stands for, the purpose it is intended to achieve and buyers’ perception and use of the slogan. Consequently, this study sought to ascertain whether consumers identify with the advertiser’s objective and perceive the slogan as really communicating product revision/improvement based on their collective experience.

Study Design: A descriptive and cross-sectional research design was used in carrying out the study.

Place and Duration of Study: The respondents for this study were drawn from consumers in mainland area of Lagos State of Nigeria, who are very much active in the low risk market dominated by such products like dental creams, toilet soaps, detergents, etc. A closed-ended structured questionnaire which served as the study instrument was physically administered to the selected respondents in their offices, schools and residencies during the late part of April, 2013.

Methodology: Convenient sampling technique was used in drawing the respondents for the study. 363 out of 400 respondents successfully completed copies of the questionnaire. One sample t-test was used to test the null hypotheses while generated data were analyzed through SPSS (version 19).

Results: The results obtained were statistically significant with all the null hypotheses having (P<0.000), hence were all rejected

Conclusion: Consumers are significantly aware of these advertising slogans and interpret products with these slogans to be either reformulated or redesigned. Consumers find these slogans believable, arousing, convincing and influential as they are able to recall and put these slogans to use when making product/brand choice.