EFFECT OF BRAND EXPERIENCE ON CONSUMER CHOICE OF SELECTED CONSUMER GOODS IN IDAH, KOGI STATE

This study examines the effect of brand experience on consumer choice of selected consumer goods in Idah, Kogi State. In today’s competitive marketplace, consumers are increasingly influenced not only by product features but also by the experiences they derive from interacting with brands. The study explores how different dimensions of brand experience, including sensory, emotional, cognitive, and behavioral factors, shape consumer preferences and purchasing decisions. A descriptive survey research design was adopted, with data collected through structured questionnaires administered to a sample of consumers within the study area. The data were analyzed using simple percentages and chi square statistical techniques to determine the relationship between brand experience and consumer choice. Findings from the study reveal that positive brand experiences significantly influence consumer preference and loyalty toward selected consumer goods. Elements such as product quality, packaging, brand image, and emotional connection were found to play a crucial role in shaping consumer decisions. The results further indicate that consumers are more likely to choose and repeatedly purchase brands that deliver satisfying and memorable experiences. However, inconsistencies in product quality and negative brand interactions were identified as factors that can weaken consumer trust and reduce brand preference. The study concludes that brand experience is a key determinant of consumer choice and an essential tool for achieving competitive advantage in the consumer goods market. It recommends that firms should focus on creating consistent, engaging, and customer centered brand experiences across all touchpoints. By doing so, businesses can enhance customer satisfaction, strengthen brand loyalty, and ultimately improve sales performance. The study contributes to existing knowledge by providing empirical evidence from a localized Nigerian context, offering valuable insights for marketers, business managers, and researchers interested in consumer behavior and brand management.