OMOLEKAN, O.J. (PhD)Ajayi, E.O. (PhD)Kazeem-Bayo, L.O.2024-05-032024-05-032020-03 OMOLEKAN, O. J. & AJAYI, E. O. (2020) Brand Development Strategy and Consumers’ Choice In Nigeria. The Nigeria Journal of Business and Management Sciences, 1(1), 59 – 65. Published by Ambrose Alli University, Ekpoma, Edo State2630-7308https://uilspace.unilorin.edu.ng/handle/123456789/13261In recent times, consumers expend quality time and energy in Shopping for products that can meet their needs at any point in time. The searches are usually narrow down to the known and acceptable brands. Business enterprises were challenged to developed brand strategies in positioning their product brands in the mind of consumers. Therefore, this study examines the influence of brand development strategy on consumer choice in Nigeria. Specifically, the study evaluates the effect of brand extension, product line extension and multi-brand on consumer's choice. Cross sectional survey design was adopted for the study. Validated structured questionnaire was used to elicit information from the respondents with average variance extracted (AVE) as a test of both convergent and divergent validity of more than 0.50, with Cronbach alpha of 0.81 and composite reliability of 0.80. Four hundred and twenty one households within Ibadan metropolis were selected for the study. Knorr seasoning product of Unilever Nigeria Plc. was evaluated. Partial least square algorithms and bootstrapping techniques were used to analyzed the data with the aid of SMARTPLS 3. The findings revealed that the identified variables of brand development strategy influence consumer choice with R² of 0.507, t-value greater than 1.96 and p-value less than 0.05. The study concluded that brand development strategy influence consumer's choice. The variables are capable of predicting consumer's choice. The study recommended that multi-brand, price extension and brand identity strategies should be enhanced to improve consumer's satisfaction.enConsumer's choiceBrand extensionProduct line ExtensionMulti-brandBusiness EnterpriseArticle