THE SHOPPING STYLES AND BRAND SWITCHING INTENTIONS AMONG YOUNG CONSUMERS OF FAST MOVING CONSUMER GOODS IN IDAH, KOGI STATE
Abstract
This study explored the shopping styles and brand switching intentions among young consumers of fast-moving consumer goods (FMCGs) in Idah, Kogi State. Using a structured questionnaire distributed to 100 respondents, data were analyzed using descriptive statistics and Chi-square tests to examine relationships between quality, price, peer influence, and promotional strategies on consumer behavior. Findings revealed that quality and price significantly influence shopping decisions and brand switching, while peer influence and promotions also play crucial roles. The study concludes that young consumers exhibit dynamic shopping patterns influenced by rational and emotional factors. Recommendations include improving product quality, pricing strategies, leveraging peer influence, and offering engaging promotions. The study contributes to understanding consumer behavior in emerging markets and offers practical insights for FMCG marketers
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