Consumer Patronage Research Articles

Social Media Marketing and Performance of Small and Medium-Sized Enterprises in South West Nigeria

The study investigated how small and medium-sized businesses (SMEs) in southwest Nigeria performed in terms of brand awareness, customer satisfaction, customer retention, and customer patronage in relation to social media marketing (ad placement, content marketing, referral marketing, and influencer marketing). The moderating effects of trust on SMEs' performance were also investigated in this study. Using a cross-sectional research methodology, the study used multistage sampling strategies, such as purposive, proportional, and simple random sampling. In all, 383 SMEs' owners and managers were chosen from the states of Ekiti, Ondo, and Oyo. Social media marketing significantly improved brand awareness, customer satisfaction, customer retention, and consumer patronage, according to the research. Additionally, the results showed that trust significantly moderated the performance of the chosen SMEs. According to the study's findings, social media marketing significantly impacted the performance of SMEs. According to the survey, SMEs should create a thorough social media marketing plan that includes a range of techniques like ad placement, content marketing, influencer marketing, and referral marketing. These results advance knowledge on how social media marketing might improve SMEs' performance in the specific context of Southwest Nigeria

Perception and Attitude of Consumer Patronage of Ghana-Grown Rice: Evidence from Kumasi, Ghana

Increasing human population, urbanization, and changing consumer trends have contributed to the emergence of rice as the leading staple food in Ghana. Despite its importance in the Ghanaian diet, patronage and consumption of locally grown rice are not yet widespread. This study investigates consumer patronage of locally grown rice in the Kumasi Metropolis, Ghana, and fills a critical gap in understanding the specific factors that influence consumer preferences in urban settings. Data were collected through a cross-sectional survey of 120 respondents across different income categories using a multistage sampling technique and analyzed using descriptive statistics, a Probit model, and Kendall's coefficient of concordance. The study found that cooking quality, palatability, colour, and fragrance were the primary attributes that influenced consumer preferences. Probit analysis revealed that income and the frequency of rice consumption significantly influenced the likelihood of purchasing locally grown rice. Specifically, a higher income decreases, while frequent rice consumption increases the likelihood of choosing local rice. Key constraints identified include perceived high cost, limited availability, and concerns about the quality of rice. This study recommends that local rice producers, agricultural organizations, and government bodies should make efforts to improve the sensory and culinary qualities of locally grown rice through improved processing techniques, increased promotion, and campaigns to ensure the commodity is readily available to consumers. These strategies aim to boost local rice consumption and support agricultural sustainability and food security in Ghana.

SERVICE QUALITY AND CONSUMER PATRONAGE IN ROBAN STORES, AWKA ANAMBRA STATE-NIGERIA: CONTENT ANALYSIS

<p>This study explores the relationship between service quality and consumer patronage at Roban Stores, Awka, Anambra State, Nigeria, employing a qualitative research approach through content analysis. Service quality is conceptualized as the provider's ability to meet customer expectations and enhance business performance through dimensions such as reliability, responsiveness, assurance, empathy, and tangibles. Consumer patronage is defined as the consistent preference of consumers to repeatedly choose a particular firm's products or services over competitors', influenced by factors including product quality, price competitiveness, customer service, and overall satisfaction. The study investigates these dynamics at Roban Stores, high lighting factors such as quality products, competitive pricing, excellent customer service, strategic location, diverse product offerings, promotional activities, store ambiance, word-of-mouth, loyalty programs, and social media presence as crucial in shaping consumer perceptions and fostering patronage. Findings underscore the significance of managing service quality to enhance customer satisfaction and loyalty, recommending strategies for continuous improvement to sustain competitive advantage in the retail market.</p>

A Discourse on Celebrity Influence on Consumers Patronage of Telecommunication Service Providers in Nigeria

This study conceptually spotlighted the influence of celebrity endorsement on consumer’s patronage with major focus on telecommunication service providers in Nigeria. Using Globacom Nigeria Limited as a case study, it was acknowledged in the cause of the study that contemporary society is characterized with globalization and competition, because most consumers are exposed to alternative product. These propel business organizations to employ the most effective methods, strategies and programmes in producing and marketing their products and services. The study was rationalized by the reference group theory to link celebrity endorsement attributes and consumer purchasing behaviour as the exogenous and dependent variables of the study. Conclusion was drawn that celebrities have traditionally been the simplest way to debut a new product (consumer goods), and this will likely continue in the near future due to their broad popularity and a large following of devoted followers, mostly in the West. As a recommendation, the study suggested that marketing companies should ensure that their celebrity have a trustworthy nature, as this will influence the behavior of their consumers.

Unveiling the Authenticity: Exploring Consumer Patronage on Counterfeit Goods in Novelete, Cavite

Unveiling the Authenticity: Exploring Consumer Patronage on Counterfeit Goods in Novelete, Cavite

Efficacy of Digital Pricing Strategies on Customer Buying Decisions in the E-Commerce Industry: A PLS-SEM Approach

E-commerce is a vital component of global retail sustainability, expanding at a rate of 14% annually, fuelled by increased internet adoption (55%), with over five billion users worldwide. In Africa, e-commerce revenues have surged to $31.18 million, with Nigeria’s Business to Consumer (B2C) index hitting 53.2 points and boasting a 55% internet penetration rate in 2023, ranking fourth highest on the continent. The globalisation of markets has exposed ecommerce companies to economic downturns, compelling them to adopt strategic pricing approaches to ensure sustained profitability and competitiveness. Consumers have become more price-sensitive, emphasising the need for firms to accurately gauge pricing sensitivity to influence purchasing decisions effectively. This research explores how ecommerce stores utilise digital pricing strategies to impact the purchasing behaviour of Gen Z consumers in Nigeria. By employing an exploratory research design, the study utilised an online survey distributed through Google Form, targeting tech-savvy Gen Z consumers, who represent over 85% of the 384-sample size derived using the Borden sampling model. By being guided by the theory of planned behaviour, the PLS-SEM model indicates that special event pricing (0.433, 91.8% effect), sample product pricing (0.236, 85.0% effect), and loss leader pricing (0.236, 93% effect) significantly impact Gen Z’s consumer patronage (62.4%). Furthermore, product lining pricing (0.457, 93.7% high effect), captive pricing (0.161, 96.21% high effect), and optional pricing strategy (0.252, 96.0% medium effect) influence Gen Z’s online purchase satisfaction (67.2%). This underscores the importance of digital pricing strategies in shaping Gen Z’s online purchase behaviour. The research recommends the need for online stores to incorporate promotional and product mix strategies in business tactics; governments should monitor fair pricing practices, and online retailers should educate consumers about pricing strategies to foster informed purchasing decisions. The research acknowledges potential biases in data collection, stemming from unequal online access among Gen Z consumers, resulting in a partial representation of the diverse range of Gen Z behaviours across the continent, as various cultural, economic, and social factors can influence purchasing behaviours.

Modelling Consumers’ Preferences for Time-Slot Based Home Delivery of Goods Bought Online: An Empirical Study in Christchurch

Due to the remarkable growth in online retail sales in New Zealand, a large number of parcels are needed to be delivered to consumers’ doorsteps. Home deliveries in major New Zealand cities (e.g., Christchurch) typically occur between 9 a.m. and 6 p.m. on weekdays, when many home delivery attempts fail. This leads to adverse effects, such as vehicular traffic in residential areas and greater air pollution per parcel delivered. However, home deliveries outside of typical business hours (i.e., before 9 a.m. and after 5 p.m.) might be worthwhile to help subside the above issues. Therefore, this study investigated consumers’ preferences for receiving home deliveries during various times, such as early morning, morning, afternoon, late afternoon, and evening. The data used in this study were obtained via an online survey of 355 residents of Christchurch city. Non-parametric tests, namely the Friedman test, Wilcoxon signed-rank test, and ordinal logistic regression, were carried out to examine consumer preferences for the above time slots. The results showed that consumers preferred the late afternoon (3 p.m. to 6 p.m.) time slot the most for receiving home deliveries. It appeared that the off-peak delivery option is less likely to draw the desired consumer patronage and is thus less likely to assist in lowering the number of unsuccessful home deliveries, the transportation costs incurred by service providers, traffic congestion, and pollution in urban areas.

Social Media Marketing and Customer Patronage of Fast Food Business in Calabar Metropolis

The study examines social media marketing and consumer patronage of fast food in Calabar Metropolis. It was aimed at finding out if Facebook marketing, Twitter marketing, Instagram marketing, YouTube marketing and WhatsApp have any influence on consumer patronage of fast food in Calabar Metropolis. To achieve these objectives, the research made use of the survey research design, with a sample population of 200 respondents chosen through the judgmental sampling technique. The data collected were presented in a table using simple percentages and analysed by the use of a simple regression model. Based on the analysis, the study found that there is no significant relationship between Facebook marketing and consumer patronage of fast foods in Calabar Metropolis; also, there is no significant relationship between Instagram marketing and consumer patronage of fast foods in Calabar Metropolis; that there is significant relationship between YouTube marketing and consumer patronage of fast foods in Calabar Metropolis; specifically, that there is significant relationship between WhatsApp marketing and consumer patronage of fast foods in Calabar Metropolis. In light of the above, the study recommended that Fast food joint should conceptualise their social media page to it wider audience so as to gain more patronage.

Impact of Forensic Marketing on Consumer Behavior: Evidence From Beauty Products\’ Purchase Decision

Marketing firms navigate a dynamic environment characterized with volatility and complexity, where survival hinges upon adaptability and responsiveness to external forces. The pursuit of rapid growth, profit and competitive advantage in the cosmetics market often leads some companies to engage in unlawful and unethical practices, including copyright and trademark infringement and misleading marketing, which creates problems for honest consumers and the entire industry’s sustainability and leads to legal cases of fraud. This has led to the emergence of a specific type of marketing ‒ forensic marketing, characterised by a thorough check (often in a legal context) of all the facts and data accompanying marketing policy. This study examines how forensic marketing dimension influence the consumer behavior using the case study of 3 skincare products in Nigeria, including the impact of copyright violation on brand awareness, trademark infringement on consumer patronage, and the impact of misleading advertising on consumer loyalty. In solving this problem, the article analyses the provisions of the Theory of Buyer Behaviour, the Nicosia Model and the Psychoanalytic Model. The study is based on the results of an online survey of 384 Nigerian consumers of cosmetic skincare products (a five-point Likert scale was used for answers, Bill Golden technique was used to determine the sample size, Cronbach’s Alpha test was used to confirm reliability, and SmartPLS software was used for data processing). Descriptive (frequency, percentage, mean, standard deviation, and skewness) and inferential (structural equation modelling (SEM) by utilising the partial least squares (PLS) version) analyses were carried out. The modelling empirically confirms the validity of all three hypotheses: 1) respondents perceive copyright infringement as having a significant relationship with brand awareness, with the strongest impact on a product idea, moderate impact on brand name, and weak impact on promotion strategy; 2) trademark infringement practices have a significant impact on consumer patronage, with design having the strongest impact, signs and symbols having a moderate impact, and colour having a weak impact; 3) deceptive marketing practices have a significant impact on customer loyalty, with advertising having the most significant impact, product quality having a moderate impact, and labelling and packaging having a weak impact. The article emphasises the importance of regularly informing consumers about the quality and features of products, as well as encouraging whistleblowers through reward systems. By adopting ethical marketing practices, companies can build a reputation that will ultimately benefit society, strengthen their reputation, and influence consumer purchasing decisions.

IMPACT OF SERVICE QUALITY OF SELECTED FAST-FOOD RESTAURANTS IN LAGOS STATE ON CUSTOMER PATRONAGE

The provision of excellent customer service is a vital aspect in the growth of a fast-food business. The purpose of this study was to look into the impact of the quality of service on consumer patronage of chosen fast-food restaurants in Lagos State. The study used survey research design, with the target audience consisting of customers of fast-food restaurants in Lagos State. 6 fast-food outlets were randomly selected in each of Lagos State's 3 senatorial zones. The analysis used both descriptive and inferential statistics. The population was assumed to be infinite, sampling quotas was employed to select a sample of 240 participants. Individually, reliability (𝛽2=0.280, p=0.000) and responsiveness (𝛽3=0.370, p=0.000) were discovered to have a considerable favorable impact on client patronage. Tangibility, on the other hand, has a favorable but small impact on consumer patronage (𝛽1=0.058, p=0.271). The study suggests that fast-food management consider the tangibility aspect of service quality

Consumer patronage intention: role of multi-sensory and atmospheric experiences in retail

PurposeIn a consumer-driven world, captivating experiences are increasingly vital and retailers prioritise them for consumers. This study aims to develop a comprehensive theoretical framework that explores the impact of a consumer's multi-sensory and atmospheric experiences on their intention and commitment to a mall, with perceived value acting as a mediating factor.Design/methodology/approachThe study employed a descriptive quantitative research approach and utilised a self-administered mall-intercept survey. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analysed using partial least squares structural equation modelling (PLS-SEM).FindingsStudy findings show that experiences significantly influence consumers' intentions to patronise shopping malls, leading to their commitment. The study reveals a strong impact of atmospheric experience on multi-sensory experiences. Furthermore, perceived value mediates the relationship between consumers' experiences and their mall patronage intention.Originality/valueThe research sheds light on the significance of atmospheric elements in creating sensory experiences for consumers. Additionally, the study introduces the concept of “props” as essential components of the atmospheric experiences in retail stores and malls. Furthermore, the study advances inference theory by exploring the effects of these sensory and atmospheric experiences within the shopping mall environment.

Restaurant Perspectives on the Effects of Point-of-Sale Tip Recommendations on Consumer Patronage

This research examines the effectiveness of point-of-sale gratuity recommendations in raising tips within the restaurant industry. Prior field experiments have yielded positive results regarding the impact of point-of-sale gratuity recommendations. However, these studies did not consider the restaurant industry, which is reliant on tips. To address this gap, I conducted a survey of restaurant managers to gauge their perceptions of this technology and compared their responses with prior field study results. Employing a survey approach mitigated resource constraints associated with field experiments. Building on the aforementioned studies, I hypothesized restaurant managers would exhibit positive attitudes toward the utilization of this technology. Survey data underwent chi-square tests of homogeneity to identify variations in responses across restaurant categories. However, limited response rates rendered the chi-square test results inconclusive and thus, not included in the final analysis. Nevertheless, the survey results strongly supported my hypotheses, suggesting that the adoption of point-of-sale gratuity recommendations effectively increases tips received in the restaurant industry. These findings offer insights for future researchers investigating tipping behavior in restaurants. Furthermore, restaurant owners can leverage these results to advocate for implementing point-of-sale tip recommendations, considering the backing from their managerial peers. As the hospitality sector continues to evolve, incorporating this technology can facilitate positive changes in tipping culture, benefiting both businesses and service staff. Future studies should build upon these findings to gain deeper insights into the dynamics of this technology in restaurant settings.

Consumer Patronage in Omnichannel Retailing and the Moderating Impact of Culture: A MetaSEM Review

ABSTRACT Omnichannel retailing integrates multiple physical and digital customer touch points to provide a comprehensive experience to customers. Prior research has employed diverse theoretical perspectives to understand the impact of omnichannel integration quality on consumer behaviour in different contexts and produced inconsistent results. Our research portrayed an integrated research model using the SOR framework and used existing empirical findings to investigate the influence of omnichannel integration quality (i.e., channel service configuration and integrated interaction) on consumer patronage (i.e., purchase intention and loyalty). We used a meta-analytic structural equation modelling method to synthesize 41 prior publications, comprising 44 studies, and validate the structural model. We found that omnichannel integration quality positively affects purchase intention and loyalty. Also, consumer experience mediates the effect of omnichannel integration on purchase intention and loyalty. Our study moreover highlights the moderating role of culture on the relationships between omnichannel integration quality and consumer purchase intention. We have discussed the implications for research and practice in detail and highlighted the opportunities for future research.

CONSUMER PERCEPTION AND PATRONAGE OF MADE IN NIGERIA FABRIC IN AKWA IBOM STATE, NIGERIA

The researchers critically examined the interplay of consumer perception on consumer patronage of made in Nigeria fabric in Akwa Ibom State. The main objective of the study was to assess the effect of consumer perception on consumer patronage of made in Nigeria fabric in Akwa Ibom State. The researcher adopted survey research design and employed questionnaire as the instrument of inquiry. The study was conducted in Uyo, Akwa Ibom State, Nigeria. The population of the study comprised of customers who patronizes fabrics shops in Uyo, Akwa Ibom State. The study utilized data collected from three hundred and fifty-four (354) customers. The accidental sampling technique was employed in view of its merits in easing access to test units. Simple linear regression was used to analysed the data from the field. The result revealed a positive significant relationship between the independents variables and the dependent variable. The researcher concluded that perceived risk and perceived quality are the key variables that influence the respondents in the choice of fabrics Akwa Ibom State. The researcher futher recommended that the researcher recommends that fabrics vendors wishing to enhance their customer patronage should pay attention to the dimensions of consumer perception and that vendor should pay attention to the feedbacks from their customers to know their preference in terms of the country of origin of the fabrics.
 Keywords: Manufacturing, Production, Consumers, Fabrics, Experience, Nigeria.

The role of perceived service quality and price competitiveness on consumer patronage of and intentions towards community pharmacies.

When consumers choose a service provider, they trade-off their perceptions of service quality with their perceptions of the cost of engaging with the service provider. For community pharmacy owners and managers, it is important to understand the relative impact on loyalty of providing the extra resources to improve service quality versus forsaking gross profit by discounting prices. The aim of this study was to explore the relative effects of consumers' perceptions of service quality (pSQ) and price competitiveness (pPC) on patronage loyalty (patronage history of the rated pharmacy), patronage disloyalty (patronage history at other pharmacies) and loyalty intentions. This was a cross-sectional study conducted within Australia using an online survey administered to members of a consumer marketing panel. Eligible participants were adults taking 2 or more prescription medicines and had attended a community pharmacy within the past 4 weeks. Participants were asked to rate the pharmacy they had last visited, self-report patronage history of that and other pharmacies and report the brand of pharmacy visited. Previously validated scales were used for consumers' perceptions of service quality (pSQ) and loyalty intentions. New scales were developed for pPC and self-reported patronage loyalty and disloyalty. Confirmatory Factor Analysis (CFA) was used to validate the measurement model. Structural Equation Modelling (SEM) with robust estimator (EQS) was used to test the relationships between the variables. Sensitivity analysis, in the presence of covariates were performed with multivariate regression analysis with bootstrapping. Surveys were completed by 303 participants. Most consumers had visited the rated pharmacy more often than once monthly and most had visited only 1 or 2 pharmacies in the past 12 months for prescription medicines. Overall, participants rated pSQ, pPC highly and expressed high loyalty intentions. The SEM was a good fit for the data. The model predicted 12%, 15% and 69% of the variation in patronage loyalty and patronage disloyalty and loyalty intentions, respectively. The effect of pSQ on patronage was 0.38 (p<0.05) for loyalty and -0.38 (p<0.05) on disloyalty whereas the effect of pPC was marginal. The total effect of pSQ and pPC on loyalty intentions was 0.64 (<0.05) and 0.20 (p<0.05) and in sensitivity analyses, no other covariate, including pharmacy brand was significant. In order to drive loyalty behavior and generate loyalty intentions, providing a high-quality service appears to be far more effective than creating perceptions that the pharmacy has competitive prices. This finding affords a motivation for both discount AND non-discount brand pharmacies to undertake the steps needed to improve service quality.

Retailers’ Perceptions of Consumer Choice of Retail Outlets: A Test of Three Attributes

Most retail businesses in Nigeria do not continue to live or exist for a long time as a result of the fact that apart from other challenges, some retailers are not conversant with what makes consumers patronize the various retail outlets. Accordingly, this study sought to examine the factors influencing consumer choice of retail outlets from a retailer perspective. To be more precise, the study investigated the influence of customer service, product quality and store location on consumer choice of retail outlets. A convenience sample of 138 retailers was pooled up in Awka metropolis, South-East, Nigeria while multiple regression analysis was used to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. Results indicate that the three attributes investigated namely customer service, product quality and store location influence consumer choice of retail outlets. More importantly, customer service has the most influence on consumer choice of retail outlets followed by store location and product quality in that order. Overall, the study concludes that the success of any retailing business depends on consumer patronage. In consequence, this piece of research recommends that retailers should invest in technology to enable customers use the necessary tools to purchase products and services as well as receive help from customer service personnel.

Role of Visual Merchandising in Attracting Consumers in a Retail Store: A Quantitative Perspective

Visual merchandising constitutes an integral component of retail marketing, and is essential in drawing customers to retail stores. The purpose of this research paper is to examine the effect of visual merchandising on consumer patronage in a retail outlets and stores. The paper provides an idea about the consumers behaviour from various retail outlets. The findings indicate that the appearance of merchandising has a considerable influence on consumer behaviour, such as their perception regarding the store's ambience, the extent to which they are willing to spend time in the store, and their intentions to buy. The results demonstrate that elements of visual merchandising, such as shop windows and signs, are more persuasive in drawing in consumers than other elements. This paper elucidates advantageous perceptions for retailers wishing to augment their visual merchandising tactics and finally augment their sales.

Imagination Versus Telepresence: Consumer Patronage Intention Toward Peer-to-Peer Accommodations in Photo-Enhanced Imaginative Conditions and Virtual Reality Contexts

The use of information and communication technology, such as virtual reality (VR) and photo-enhanced imaginative condition (PIC), in the online previews of peer-to-peer accommodations at the pre-reservation stage has become a common phenomenon. However, previous research has not systematically compared the impact of these two preview modes on accommodation reservations or the psychological mechanism and moderators of the impact. We combined duality theories and the technology-enabled engagement process model to establish that a VR/PIC preview enhances consumers’ appraisal and their intention to patronize P2P accommodations through cognitive and affective engagement. Furthermore, the VR/PIC preview’s effect on patronage intention was found to be influenced by the motivation for consumer reservation: consumers form a positive appraisal when the target accommodation type (comfortable vs. economical) matches the preview mode (PIC vs. VR). Finally, the message appeal emphasis (informational vs. emotional) of advertising was found to moderate the effect of the VR/PIC preview.

Assessment of Consumers’ Awareness in Food Hygiene and Food Borne Diseases in Koforidua in the Eastern Region of Ghana

The study examined consumers’ Awareness in food hygiene and food borne diseases in Koforidua in the Eastern Region of Ghana. The research design for the study was a descriptive survey. The population of the study consists of one hundred (100) consumers. Convenience sampling technique was used to select seventy (70) consumers from the licensed food vendors and thirty (30) consumers from the unlicensed food vendors. Questionnaire was the main instrument for the study. The questionnaire had both open ended and close ended questions was on the consumers’ knowledge and perceptions on food borne diseases and the safety of foods. Data gathered checked, edited, coded, processed and analysed using the Statistical Package for Social Sciences (SPSS) version 17. The study concluded that the consumers of vended foods have some knowledge of food hygiene and food borne diseases; however, they ignore the health hazards associated with poor food handling by food vendors and go ahead to patronize the food the vendors provide. The study also indicated consumers patronized street foods because prices were moderate as compared to the formal establishments and ignore the unhygienic conditions at the vending sites. The correlation analysis shows further that consumers patronage (r=-0.095) had negative and non-significant relationship with food handling practices. It is recommended that Consumers of vended foods should be educated to help improve upon their knowledge in food hygiene and food borne diseases to enable them make informed choices and also prompt regulatory bodies such as the environmental health officers on unacceptable food handling practices of food vendors. It is also recommended The Metropolitan/Municipal/District environmental health officers should ensure that inspection of street food vendors are carried out effectively, efficiently and regularly so as to monitor the food handling practices of the food vendors’ right from the time of preparation to the point of sale.

Private actors and food safety governance in the Accra City Region: Implications for local food policy

Globally, private actors and civil society groups are increasingly participating in food safety governance. Although prevalent in developed countries, the phenomenon is emerging in developing countries. Using certification schemes, actors behind these governance arrangements exercise responsibilities over the food system through the enforcement of best practices, the promotion and sale of certified products, and the communication of diverse value-laden product attributes to consumers through labels. In Ghana, a new food safety governance arrangement – the Ghana Green Label Foundation – has emerged through the collaboration of multiple state and non-state actors. The arrangement represents the first successful introduction of a co-regulation regime in Ghana, achieving local market adoption and consumer patronage. This article examines the evolution of the Foundation, highlighting its trajectory towards market entry, for possible transfer of lessons into other geographic contexts. The location of this study, with a large informal food market sector, as well as the interdependence on peripheral areas and other farther regions for food supply, provide a unique context for adding to the international food governance literature. The article makes recommendations on how local policymakers could sustain the Foundation to contribute to long-term social, economic, and environmental sustainability goals.