Journal of Management Research and Review (JMRR)

Brand Image and Its Impact on Consumer Purchasing Decisions in Retail Outlets at the University of Maiduguri

Kwajaffa, Bitrus Fulani

30 December 2025 · Vol. 1, Issue 6, pp. 290-299

DOI: 10.65150/EP-jmrr/V1E6/2025-07

Abstract

This research examines the effect of brand image on consumer purchasing decisions within retail outlets at the University of Maiduguri. The study specifically considers four dimensions of brand image: brand awareness, perceived brand quality, brand associations, and the retail shop environment. Employing a qualitative research design, data were gathered from 320 respondents drawn from the university community through structured questionnaires. The collected data were analysed using multiple regression analysis to assess the strength and significance of the relationships between the independent and dependent variables. Results indicate a strong positive correlation between brand image and consumer purchasing decisions, with an R value of 0.798 and an R² of 0.638, suggesting that approximately 63.8% of the variation in consumer buying behaviour is accounted for by the examined brand image variables. ANOVA results further confirmed the statistical significance of the model (F = 111.113, p < 0.05). The study concludes that brand image plays a pivotal role in shaping consumer purchasing behaviour in retail outlets at the University of Maiduguri. Consequently, it is recommended that retailers and brand managers prioritize strategies that enhance brand awareness, maintain consistent product quality, cultivate positive brand associations, and optimize the retail shop environment to positively influence consumer buying decisions.

Keywords: Brand Image, Consumer Purchase Behaviour, Retail Environment, Brand Awareness, Brand Perceived Quality, Brand Associations

Read the full text on Journal of Management Research and Review →The full peer-reviewed article and PDF are hosted on the journal's site (the version of record).

Kwajaffa, & Bitrus Fulani (2025). Brand Image and Its Impact on Consumer Purchasing Decisions in Retail Outlets at the University of Maiduguri. Journal of Management Research and Review, 1(6), 290-299. https://doi.org/10.65150/EP-jmrr/V1E6/2025-07

@article{Kwajaffa2025,
  title   = {Brand Image and Its Impact on Consumer Purchasing Decisions in Retail Outlets at the University of Maiduguri},
  author  = {Kwajaffa and Bitrus Fulani},
  journal = {Journal of Management Research and Review},
  year    = {2025},
  volume  = {1},
  number  = {6},
  pages   = {290-299},
  doi     = {10.65150/EP-jmrr/V1E6/2025-07},
  url     = {https://doi.org/10.65150/EP-jmrr/V1E6/2025-07}
}

← Back to all articles