Impact of Product Differentiation on Customer’s Choice: a Study of Bigi Soft Drink in Ilorin, Kwara State

This This study investigated the impact of product differentiation strategies—specifically brand logo, product pricing, and product taste—on customers’ choice of Bigi Soft Drink in Ilorin, Kwara State. The research addressed the problem of understanding how these differentiation strategies affect customer awareness, interest, and desire, providing justification through the growing need for firms to stand out in a competitive soft drink market. The aim of the study was to examine the effect of brand logo on customer awareness, assess the influence of product pricing on customer interest, and determine the impact of product taste on customer desire and action. A survey research design was adopted, with data collected from 374 respondents using structured questionnaires. Descriptive analysis and regression were employed to analyze the data. The findings revealed significant effects across all tested hypotheses: brand logo had a strong positive effect on customer awareness (R = 0.835, R² = 0.698, β = 0.835, p < 0.001); product pricing significantly influenced customer interest (R = 0.910, R² = 0.828, β = 0.910, p < 0.001); and product taste positively impacted customer desire and action (R = 0.738, R² = 0.545, β = 0.738, p < 0.001). The study concludes that product differentiation strategies play a crucial role in shaping consumer choice. It recommends that Bigi Soft Drink should continue refining its brand logo, maintain competitive pricing strategies, and innovate product taste to enhance customer loyalty and market share.