CHOICE BASED REASONS: THE CASE OF ATTRACTION AND COMPROMISE AMONGST PORT HARCOURT CONSUMERS

Abstract

The study investigated attraction and compromise amongst Port Harcourt consumers. The study adopted the descriptive research design. A sample size of 390 consumers was randomly selected using the questionnaire for data collection. Six research questions were posed and six hypotheses tested. Data analyses were done using descriptive statistics of mean and standard deviation while inferential statistics of Pearson Product Moment Correlation coefficient (PPMC) was used to test the stated hypothesis on SPSS version 25. The study reveals that there is a strong relationship between Personality and Attraction amongst Port Harcourt consumers; there is a very high relationship between Personality and Compromise amongst Port Harcourt consumers; there is a high relationship between Motivation and Attraction amongst Port Harcourt consumers; there is relationship between Motivation and Compromise amongst Port Harcourt consumers; there is relationship between  Economic status and Attraction amongst Port Harcourt consumers and there is a strong relationship between Economic status and Compromise amongst Port Harcourt consumers. The study concluded that Personality, Motivation and Economic status are the dimensions of choice based reasons. The study recommends that Business owners and Marketers should put into cognizance personal differences when determining the price of their products and segmenting their markets. They should use some incentives that will motivate Port Harcourt consumers to engage in repeat purchases of products. They should carry out good profiling to know the economic status of their entire target consumers within the Port Harcourt metropolis. They should package and modify their products in a way to attract the attention of Port Harcourt consumers. The quality of goods and services should not be compromised in order to guarantee market retention.