PRODUCT AESTHETICS AND CONSUMER BRAND PREFERENCE FOR BODY SPRAY FRAGRANCE AMONG YOUNG CONSUMERS IN NIGERIA

Abstract

In today's competitive marketplace, product differentiation based on traditional factors like price and quality has become increasingly challenging. Consequently, aesthetics has emerged as a significant differentiating factor. The study examines the effect of product aesthetics on consumer preference for body spray fragrances among young consumers in Nigeria. The problem addressed is the lack of sufficient research on how aesthetics—particularly color, shape, and scent—affect consumer choices in this demographic, despite companies investing significantly in design. The objective was to investigate the impact of these aesthetic dimensions on students’ brand preferences for body spray fragrances. A descriptive survey design was employed to gather data used to test the three hypotheses formulated for the study. Using a structured questionnaire, the research gathers data from 396 respondents, with 285 valid responses analyzed using multiple regression. The findings reveal that all three dimensions—color, shape, and scent—have significant positive effects on consumer brand preference. Scent aesthetics showed the strongest effect on brand preference, followed by shape and color. Students indicated that aesthetically pleasing packaging and sensory elements (such as scent and shape) drive their brand preference. The study recommends that fragrance companies emphasize product design, particularly scent and shape, to align with consumer preferences. The study concludes that product aesthetics are crucial in shaping consumer preferences and recommends that marketers in the body spray industry invest in aesthetic design elements to enhance brand appeal and attract young consumers.