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Consumer behavior to branding is a serious issue that affects owners of businesses. This study addresses the challenges as determinants of customer impulse buying behavior of consumers of petroleum product in Rivers State, Nigeria. The study employed a descriptive survey design to examine 550 consumers of petroleum products in Rivers State. The sample size determination for a finite population as expressed by Krejie and Morgan (1970) and used by Research advisors (2006) was used to draw a sample of 550 consumers of petroleum products. Proportionate sample technique (a variant of stratified sampling method) to reflect the proportions of consumers in each of the 23 local government areas of the state. A research questionnaire was constructed, validated and administered to obtain the primary data. The factor analysis simple regression analysis and Pearson product moment correlation(r) statistical techniques were used to test the hypotheses. The findings of the study revealed that there is significant relationship between branding and consumer behavior (P<0.05, R=0.786,R 2 =0.618). It was concluded that high levels of awareness positively influence the choice of petroleum products by consumers. The study therefore recommends that marketers of petroleum products should develop innovative packaging strategies that will appeal to and attract consumers in an exceptional way to trigger impulse buying.

BRANDING AND CONSUMER BEHAVIOUR OF SELECTED PETROLEUM PRODUCTS IN PORT HARCOURT, RIVERS STATE