E.P. OSEYOMON

This study investigates the impact of product differentiation strategies on the sales performance of Closeup toothpaste in the University of Benin, Edo State, Benin City. The research aimed to assess how unique product features, promotional strategies, packaging design, and sustainability initiatives influence consumer purchasing decisions and drive sales growth. A descriptive survey research design was employed, with data collected through structured questionnaires distributed to a sample of students from the University of Benin. The data were analyzed using descriptive statistics, Analysis of Variance (ANOVA), and Independent Sample T-tests. The findings revealed that Closeup's unique product features, such as freshness sensation and whitening effects, significantly influenced consumer preferences. Gender and age were found to have a notable impact on consumer responsiveness to product differentiation strategies, while marital status did not. Additionally, promotional differentiation through digital marketing campaigns and influencer partnerships effectively attracted younger demographics. Packaging design also played a crucial role in enhancing product visibility and appeal, while sustainability-focused initiatives, such as eco-friendly packaging and fluoride-free formulations, resonated with health- conscious consumers. Based on these findings, it is recommended that Closeup continuously innovate its product features, intensify digital marketing efforts, and enhance packaging designs to cater to diverse consumer preferences. Furthermore, the brand should introduce personalized product variations and prioritize sustainability initiatives to maintain a competitive edge and improve sales performance. This study contributes to the growing body of knowledge on product differentiation strategies and provides valuable insights for marketers aiming to enhance sales performance through targeted and innovative approaches

This study examined the impact of online reviews on customer trust and loyalty, usinge-commerce platform This study examined the impact of online reviews on customertrust and loyalty among University of Benin students who shop on e-commerce
platforms such as Jumia, Jiji, and Temu. It focused on five components of onlinereviews which includes valence, volume, recency, credibility, and helpfulness andtheir influence on consumer behaviour. A quantitative survey design was adopted, with 400 questionnaires distributed and 384 valid responses analyzed using correlationand multiple regression analyses. Findings revealed that all five components
significantly affect customer trust and loyalty. Review valence shapes perception, review volume builds confidence, review recency enhances relevance, reviewcredibility promotes authenticity, and review helpfulness supports informed decisions. The study concluded that credible and helpful reviews are vital for sustainingconsumer trust and loyalty. It recommended that e-commerce platforms enhancereview verification, encourage balanced feedback, and employ AI moderationtostrengthen review credibility and transparency.