ANALYSIS OF FACTORS INFLUENCING CONSUMERS PATRONAGE OF CAPTAIN COOK BREAD IN ILORIN METROPOLIS

Abstract

Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends. Consumer behavior can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as the decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services The main objective of the research work was to examine the factors influencing on consumer patronage of bread in Kwara state. Primary data through a structured questionnaire was used to elicit information from respondents. A total of 100 questionnaires were administered to the respondents out of which 90 were completed and returned which was analyzed with the aid of Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Findings revealed that patronage determinant factors such as Price Affordability, Convenience in Distribution, Marketing communications, Atmospheric Quality, Service Quality and Product Variety influences consumer choice of captain cook bread significantly. Also, there is significant relationship between these patronage determinant factors and consumer’s choice of captain cook bread. The study recommended that organisation should continually engage in marketing research to identify the constant changing needs of customers and come with products that exceeds their expectation while also delivering superior customer value. Efficient service delivery and product quality must be emphasized to ensure continuous patronage of the product.