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Authors
Okpe, Kelechi Thecla1 & Odimara Chinyere Comfort2
1 & 2 Department of Marketing,
School of Business and Management Technology,
Federal Polytechnic, Nekede,
PMB 1036 Owerri, Imo State, Nigeria.
Abstract
Research Objectives: The study examined the market factors affecting consumer goods patronage in Owerri. The specific objectives were to: examine the effect of market factors (price, quality, product availability, brand name) on consumer patronage.
Methodology: Descriptive survey research design was adopted. This study was conducted in Owerri, Imo State. The population of consumers in Owerri is infinite and there is no stipulated record on the number of consumers of consumer goods in Owerri. The sample size of the customer population was determined with Trenund and William’s model, calculated at 95% confidence and 5% significant levels respectively. The sample size for the study therefore is = 323. Only individuals of 18 years of age and above were sampled. This study adopted purposive and convenience sampling techniques. Primary data were used for the study. The hypotheses were tested with multiple regression models.
Results: The result revealed that market factors (price, quality, product availability, brand name) have significant effect on consumer patronage.
Conclusion: The study confirms that market factors significantly influence consumer patronage of consumer goods. It was recommended that businesses should regularly monitor competitor pricing and market trends to offer consumer goods at attractive, value-driven prices. Introducing tiered pricing, discounts, or loyalty-based pricing can help retain price-sensitive customers and boost overall patronage.
Key words: Market, Factors, Patronage, Consumer goods.
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