Socio-Cultural Factors and Brand Patronage of TECNO Products in Uyo Metropolis, Akwa Ibom State

This study examined the influence of socio-cultural factors on brand patronage of TECNO products in Uyo Metropolis, Akwa Ibom State. Socio-cultural factors were measured in terms of peer group influence, social norms and customs and family affiliations. The Vygotsky’s socio-cultural theory was adopted as the underpinning theory for the study. Cross sectional survey research method was adopted for the study. A structure questionnaire was used to obtain primary data for the study with a sample data of 294 respondents. Simple sampling technique was employed in selecting the respondents. Data were analysed using simple linear regression analysis, while the hypotheses were tested with the help of Statistical Package for Social Sciences (SPSS) Version 25. Findings from the study revealed that peer group influence, social norms and customs and family affiliations all had significant positive influence on brand patronage of TECNO products in Uyo Metropolis, Akwa Ibom State. The study concluded that there is a significant influence of socio-cultural factors on brand patronage of TECNO products in Uyo metropolis, Akwa Ibom State. It was recommended that TECNO companies should conduct research on the influence of peer group influence on brand patronage of their products in Uyo metropolis, Akwa Ibom state. Also, TECNO companies should take into consideration normative values, shared beliefs as well as customs of the people when producing their products.