Title: Experiential Marketing Strategy And Customer Emotional Retention Of Fast Moving Consumer Goods Firms In Delta State
Authors: AGONO, M, MORUKU, R.K
Volume: 10
Issue: 7
Pages: 50-57
Publication Date: 2026/07/28
Abstract:
This study thus examined experiential marketing strategy and customer emotional retention of selected fast moving consumer goods Firms in Delta State, Nigeria. The study adopted a cross sectional survey research design method. A target population of 13, 988 customers was identified across selected Departmental Stores in Delta State. Using the formular cited in Taro Yamane sample size determination table, 488 respondents were selected. Data were collected using a structured and validated questionnaire, out of which 379 responses were completed and deemed usable, representing a 77.7% response rate. The study used the convenient sampling technique and the researcher designed a structured questionnaire to collect data directly from customers of selected Departmental Stores. Reliability of the instrument was established using Cronbach's alpha, and the data were analyzed using both descriptive and inferential statistical methods. The test-retest reliability method was employed to determine the instrument's reliability. The data collected for the study were analysed using frequencies, percentages, correlation and multiple regression analysis to arrive at a conclusion, while the hypotheses developed for the study were tested using multiple linear regression in the Statistical Package for the Social Sciences (SPSS 25.0). The findings revealed sensory marketing (? = 0.218, t = 2.911, p<0.05), nostalgia marketing (? = 0.256, t = 3.428, p<0.05), Relational marketing (? = 0.214, t = 2.645, p<0.05). The study concluded that examined experiential marketing strategy and customer emotional retention of selected fast moving consumer goods Firms in Delta State, Nigeria. The study recommended that retail organizations should improve communications with customers by welcoming customers' feedback, maintaining more channels of communication with customers and responding promptly to customers' enquiries, suggestions and other communications. This two-way flow of information between retail organizations and customers will enable retail organizations to understand customers' dynamic needs and how to effectively satisfy them.