Multi-Level Marketing Strategies and Customer Attitudes Towards Oriflame Care Products in Ilorin South

In today’s dynamic marketing landscape, multi-level marketing (MLM) strategies have become increasingly popular as alternative channels for product promotion, especially in consumer-centric industries like cosmetics. However, there is limited empirical evidence on how these strategies affect consumer attitudes in developing markets such as Nigeria. The study was guided by the main objective of evaluating the influence of MLM strategies on customer attitudes. Specifically, it examined the effect of referral marketing on customer purchase intention, influencer marketing on customer perception, and digital marketing on customer awareness. A descriptive survey design was employed. The population consisted of Oriflame customers in Tanke Oke Odo area, with a final sample size of 319 respondents selected using a combination of simple random and purposive sampling techniques. Data were gathered using structured questionnaires and analyzed using descriptive statistics and multiple regression analysis. Findings revealed that referral marketing significantly influenced customer purchase intention (R = 0.600, p = 0.000), influencer marketing had a notable impact on customer perception (R = 0.545, p = 0.000), and digital marketing positively affected customer awareness (R = 0.517, p = 0.000). These results affirm that MLM strategies effectively shape consumer attitudes and engagement with Oriflame products in the study area. In conclusion, MLM strategies contribute positively to customer attitudes toward Oriflame. It is recommended that Oriflame invest more in referral incentives, authentic influencer partnerships, and consistent digital campaigns.