Factors Influencing Consumers' Choice Of Convenience Goods In Retail Stores In Enugu Metropolis

ABSTRACT

This study attempts to evaluate the factors that influence choice of consumer goods, the study takes cognizance income and its' effect on consumer choice on convenience goods, prices of convenience goods and how it affect their purchase decision. The researcher administered questionnaire, on the general public (consumer) to understand above phenomenon. Interviews were further used to confirm some data collected from secondary sources. The textual and tabular methods of presentations were used in the analysis of data. Chi-square test was used to confirm the result of the analysis carried out. The study showed that income level affect consumer choice of convenience goods in retail stores. Some conclusion also were made; such as consumer habit is not a factor that influences consumer purchase of convenience goods from retail stores and that there are factors that influences consumers choice of convenience goods from retail stores, than other classes of consumer goods, factor such as location of stores, time, reason for the purchase e.t.c. recommendations too were made; consumer behaviour is a vital tool in assessment of the factors that influences consumer purchase of convenience goods.