Abstract
This study investigated the impact of relationship marketing on consumer buying behavior in the food and beverage firms in Port Harcourt metropolis. The study also seeks to find out whether considerable pricing system, quality product and service offering and effective and efficient customer service unit affect consumer buying behavior. This study adopted descriptive research design. The populations are all customers of all food and beverage drinks firms in Port Harcourt. A sample size of 375 persons was randomly selected while 358 questionnaires were successfully retrieved and used for the analysis. Sample size was determined using Morgan Krejcie table (1970). Data was collected by use of questionnaire. Three research questions were posed and three hypotheses were tested. Data were analyzed using descriptive statistics while inferential statistics e.g. Pearson product moment correlation coefficient was used to test the stated hypothesis at 0.05 level of significance. Findings revealed that food and beverage firms in Port Harcourt lack considerable pricing system which affect consumer buying behavior negatively; that quality product and service offering impact customers’ referral and that effective and efficient customer service unit enhance customer loyalty in food and beverage firms in Port Harcourt. The study concluded that relationship marketing affect consumer buying behavior in food and beverage firms Port Harcourt.
Highlights
Background of Study In marketing, there is an enduring custom that has consistently improved relationships, despite the fact that the term ''relationship marketing'' has just accomplished notoriety in the nineties
Objectives of the study The purpose of this study is to determine the impact of relationship marketing on consumer buying behavior in food and beverage firms in Port Harcourt
In table 4.4.the calculated r is 3.34 and the critical value of r was 0.1946. this means that the calculated r is statistically significant at p > 0.05 since it is greater than the critical value of r. the hypothesis (Ho1) is rejected that considerable pricing system enhances customers’ repeat purchase and the conclusion is that there is no significant relationship between considerable pricing system and customers’ repeat purchase the food and beverage firms in Port Harcourt
Summary
Background of Study In marketing, there is an enduring custom that has consistently improved relationships, despite the fact that the term ''relationship marketing'' has just accomplished notoriety in the nineties. Venders knew every one of their purchasers independently and recommended proper, redid item contributions As this order picked up force, and created through the principal three quarters of the twentieth century, the essential spotlight was on exchanges and trades. Several relationship marketing practices can help accomplish productivity, for example, client maintenance, proficient consumer reaction (ECR), and the sharing of assets between marketing accomplices. Every one of these exercises can possibly diminish working expenses of the advertiser. With the developing progression of innovation, the developing globalization, expanding financial inclusion of organizations in outside nations and the rising political obstruction in corporate world It is getting extremely trying for associations to oversee and build up their business. "Consumer conduct is the investigation of the cycle included when people or gatherings select, buy, utilize or discard items, administrations, thoughts or encounters to fulfill needs and wants (Solomon et al, 2006). "
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