Princess O.U Akenzua

The main objective of this study was to investigate the influence of consumer perception on brand preference in Nigeria’s clothing industry. The specific objectives were to determine the relationship among product quality, branding strategies, emotional connection, social influence and cultural on brand preference in Nigeria’s clothing industry. The study adopted the survey research design; data was collected through the aid of a questionnaire. The finding shows that product quality, emotional connection and cultural relevance have significantly positive effects on branding preference in Nigeria’s clothing industry, However, branding strategies and social influence were found to have no significant effect on brand preference in Nigeria’s clothing industry. The questionnaire was structured according to the research questions and distributed to a sample population of four hundred (400) respondents. Descriptive statistics technique was used to analyze the quantitative data, coding was done in the Statistical Packages for Social Science (SPSS20) and the output was interpreted in mean scores and standard deviation. Correlation and multiple regression analysis were used to estimate the relationship among variables. The study recommends that clothing manufacturers should prioritize high quality materials, they should re-evaluate their promotional strategies to make them more engaging and credible, Brand managers should develop campaigns that foster emotional attachment, clothing brands should focus more on genuine customer advocacy and integrate Nigeria cultural motifs into their designs.