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.
0.0
BASSEY (2026). Determinants Of Consumer Behaviour Towards Multi-Brand Retail Stores In Umuahia Metropolis Of Abia State, Nigeria:- Bassey, John U. Mouau.afribary.org: Retrieved Mar 11, 2026, from https://repository.mouau.edu.ng/work/view/determinants-of-consumer-behaviour-towards-multi-brand-retail-stores-in-umuahia-metropolis-of-abia-state-nigeria-bassey-john-u-7-2
BASSEY. "Determinants Of Consumer Behaviour Towards Multi-Brand Retail Stores In Umuahia Metropolis Of Abia State, Nigeria:- Bassey, John U" Mouau.afribary.org. Mouau.afribary.org, 11 Mar. 2026, https://repository.mouau.edu.ng/work/view/determinants-of-consumer-behaviour-towards-multi-brand-retail-stores-in-umuahia-metropolis-of-abia-state-nigeria-bassey-john-u-7-2. Accessed 11 Mar. 2026.
BASSEY. "Determinants Of Consumer Behaviour Towards Multi-Brand Retail Stores In Umuahia Metropolis Of Abia State, Nigeria:- Bassey, John U". Mouau.afribary.org, Mouau.afribary.org, 11 Mar. 2026. Web. 11 Mar. 2026. < https://repository.mouau.edu.ng/work/view/determinants-of-consumer-behaviour-towards-multi-brand-retail-stores-in-umuahia-metropolis-of-abia-state-nigeria-bassey-john-u-7-2 >.
BASSEY. "Determinants Of Consumer Behaviour Towards Multi-Brand Retail Stores In Umuahia Metropolis Of Abia State, Nigeria:- Bassey, John U" Mouau.afribary.org (2026). Accessed 11 Mar. 2026. https://repository.mouau.edu.ng/work/view/determinants-of-consumer-behaviour-towards-multi-brand-retail-stores-in-umuahia-metropolis-of-abia-state-nigeria-bassey-john-u-7-2