CONSUMER PURCHASE DECISION-MAKING AT STORE RETAILERS: A SURVEY OF ROBAN STORES IN SOUTH-EAST REGION OF NIGERIA
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Abstract
The study is on consumer purchase decision-making at store retailers. Roban stores activities as operators of store retailers were surveyed with emphasis on its operations at Abakaliki, in Ebonyi state, Enugu, in Enugu state and Nnewi, in Anambra state all in South-Eastern Region of Nigeria. As an emerging frontiers and a profound transformation in retailers’ store, the three locations of the company were chosen as the main areas of the study. Objectives are to ascertain consumers’ purchasing decisions and their reasons and preference in making purchases from the wide range varieties of product offered in the stores. Two hypotheses were tested on the above issues and the results were further subjected to statistical test using chi-square.
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