THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER PATRONAGE OF SELECTED COSMETICS SHOPS IN ASABA

Abstract

This study examined the influence of experiential marketing on customer patronage of selected cosmetics shops in Asaba. Using a descriptive research design, data were collected from 60 respondents across 15 cosmetics shops through structured questionnaires measured on a four-point Likert scale. Data were analyzed using mean, standard deviation, and Pearson correlation. The findings revealed that brand activation, event marketing, and social sharing each had a positive and significant relationship with customer patronage. Brand activation enhanced customer engagement through memorable experiences, while event marketing improved patronage by offering interactive activities such as product demonstrations and beauty workshops. Social sharing also significantly influenced patronage, as customers relied on reviews, influencer endorsements, and user-generated ontent in their purchasing decisions. The study concludes that experiential marketing is an effective strategy for increasing customer patronage in the cosmetics industry and recommends that shops adopt interactive marketing events and leverage social media engagement to sustain customer loyalty.