THE EFFECT OF CONSUMER SELF-CONFIDENCE (CSC) ON REPURCHASE OF WRIST WATCH BRANDS IN IDAH, KOGI STATE
Abstract
This study examined the effect of Consumer Self-Confidence (CSC) on the repurchase of wristwatch brands in Idah, Kogi State. The study aimed to determine: the effect of consumer self-confidence on the repurchase of wristwatch; the impact of consumer self-confidence on wristwatch brand. A structured questionnaire was administered to 200 respondents, and data were analyzed using descriptive statistics and chi-square tests for hypothesis testing. Findings revealed that CSC has a significant effect on repurchase intention, brand preference, and loyalty. Consumers with higher confidence levels were more likely to make repeat purchases, show loyalty to trusted brands, and be influenced by perceived quality and affordability. The study recommends that wristwatch brands focus on building consumer trust and product credibility to strengthen repurchase behavior.
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