SEDUCTIVE ADVERTISING AND CUSTOMER PATRONAGE OF SKINCARE PRODUCTS IN PORT HARCOURT

Abstract

This study examined the connection between seductive advertising and customer patronage of skincare products in Port Harcourt. The objectives were to assess how sexual appeal and aspirational fantasy relates to customer loyalty in the skincare market. Employing a correlational research design, the study targeted all customers of skincare businesses in Port Harcourt. A sample of 384 respondents was initially determined using Cochran’s formula for infinite populations, but valid responses were obtained from 281 participants through a questionnaire based on a 5-point Likert scale ranging from “strongly disagree” to “strongly agree.” To test the two null hypotheses, Spearman Rank Order Correlation was applied. The findings indicated a significant positive relationship between the components of seductive advertising which are sexual appeal and aspirational fantasy; and customer loyalty, which served as a measure of customer patronage. Based on these results, it was concluded that skincare companies should incorporate both sexual appeal and aspirational fantasies in their marketing strategies to enhance customer loyalty. Additionally, the study recommended amongst others that marketing efforts should focus on portraying idealized beauty standards and aspirational lifestyles that align with the target audience’s self-image, encouraging stronger brand association.