Experiential Marketing as a Driver of Customer Loyalty in the Nigerian Fast-Moving Consumer Goods Industry

This study examines experiential marketing as a driver of customer loyalty in the Nigerian fast-moving consumer goods (FMCG) industry, with particular attention to sense experience and feel experience. Grounded in the stimulus-organism-response theory, the study argues that customer loyalty is shaped not only by functional product attributes but also by the sensory and emotional meanings consumers attach to brands. A quantitative cross-sectional survey design was adopted, and data were collected from 255 traders in Alaba International Market and Idumota Market, Lagos State. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings show that both sense experience and feel experience have positive and significant effects on customer loyalty. However, feel experience has a substantially stronger effect, indicating that emotional satisfaction, attachment, and positive feelings are more influential in sustaining loyalty than sensory cues alone. Sense experience remains relevant, particularly through packaging, colour, taste, smell, and product presentation, but its role is largely complementary. The study contributes to experiential marketing literature by showing that emotional experience is the dominant loyalty mechanism in Nigeria’s FMCG market. It recommends that traders and brand managers combine sensory appeal with stronger emotional engagement to improve repeat patronage and customer retention.