Determinants Of Consumer Behaviour Towards Multi-Brand Retail Stores In Umuahia Metropolis Of Abia State, Nigeria:- Bassey, John U

ABSTRACT

This study focused on the determinants of consumer behaviour towards multi-brand retail stores in Umuahia metropolis, Abia state, Nigeria. The study was carried out in Umuahia metropolis which comprises of Umuahia North and Umuahia South Local Government Areas. A total of 100 respondents were selected from the metropolis and used as sample size for the study. Judgment sample technique was used to select the respondents. Oral interview was also used to complement the questionnaires administration. Data collected were analyzed with the use of simple descriptive statistics such as frequencies, percentages and tables. Simple linear regression and simple correlation models were used to test the hypotheses. Findings indicated that the customers are very much aware of the various multi-brand retail stores in Umuahia metropolis. Consequently there is a very high level of patronage of these multi-brand retail stores from the customers. Equally observed was the fact that the socio-economic compositions of these customers exert significant influence on their patronage. Finally, it was also observed that, there is a significant relationship between the media and consumer patronage. The researcher then recommended that a very cordial and closely-knit customer relationship should be maintained to sustain customer loyalty and retention.