MARKETING STANDARDISATION AND CONSUMER PURCHASE DECISION OF AUTOMOBILE FIRMS IN PORT HARCOURT

Abstract

This study investigates marketing standardization and consumer purchase decision of automobile firms in Port Harcourt. The main objective of the study is to find out the relationship between marketing standardization and consumer purchase decision of automobile firms in Port Harcourt. The population of the study comprised of 17 automobile firms in Port Harcourt. The research design used was the correlational research design. The hypotheses were tested with the use of Pearson product moment correlation and supplemented with SPSS version 21.0. The results were that there was a significant relation between marketing standardization and consumer purchase decision of automobile firms in Port Harcourt. Recommendation was that the standard organization of Nigeria (SON) set up a monitoring body from time to time to check the quality and standards of product and services of the automobile firms, to limit the automobile firms from selling fake parts to customers.