PRODUCT ASSORTMENT AND CONSUMER PATRONAGE OF SUPERMARKETS IN PORT HARCOURT RIVERS STATE, NIGERIA.

Abstract

This study investigated product assortment and consumer patronage of everyday emporium in Port Harcourt Research questions were answered and hypotheses tested The study adopted a descriptive research design using questionnaire for data collection. The data collected were presented on tables while the values were expressed in percentage. Spearman rank coefficient correlation was the statistical technique used to test the hypotheses formulated for the study. It was found that there is a significant relationship between product mix and consumer preference; the findings also showed that there is a significant relationship between product extension and customer loyalty and choice of shopping malls has significant relationship with repeat purchase in Everyday Supermarkets in Port Harcourt. It was then recommended amongst others that Product mix and extension should be adopted by beverage companies in other to increase customer patronage. Skilled personnel should be employed to improve product extension in other to increase customer patronage. In addition to influencing the overall purchase probability from an assortment, providing a default option can also influence which particular option consumers will choose a strategy that is particularly effective in the case of larger assortments when consumers are faced with an extensive set of options. The implication of this study was that it will aid shopping malls to understand consumers purchase behaviour and to develop effective marketing strategies.