ABSTRACT

 The research work based on the Analysis of Choice of Supermarket Among Consumers in Umuahia Metropolis in Abia State. The objectives includes: to examine consumer rating of the various supermarkets in terms of preference, to examine the consumer related factors influencing choice of supermarket and to determine the association between income of consumer and choice of supermarket. The sources of data collection for this investigation are from primaiy and secondiry data, 400 questionnaires were distribution and collected from respondents. Face to face interview for the• primazy source while consumption of text books, journals, internet and other government publication were used in the secondazy sources. The models specified in equations 3.1 and 3.2 in chapter three were estimated using correlation coefficient with primary data obtained from field survey. From the findings, it was discovered that there is a very weak association betveen consumer rating of supermarket and choice of supennarket. This means that consumers are not influence by consumer rating of supermarket. Again, the study reveals that there is an association between income and choice supermarket. Factors such as, moderate price, varety of product, trust in the supermarket, convenience, parking space with facilities for parents with children influences choice of supermarket among consumers in Umuahia, metropolis.