Socio-Cultural Peculiarities and Shoppers’ Patronage in an Emerging Retail Business: Evidence from Kwara State, Nigeria
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Date
2023-08
Journal Title
Journal ISSN
Volume Title
Publisher
African Journal of Developmental Integrity and Peace Studies, University of Abuja, Abuja, Nigeria
Abstract
The retailing business is a rapidly changing shopping experience that hardly players involved in this sector withdraw from the business but rather employ the accordion theory of scheming their business operations to a single item to retain the loyalty of customers. It is on this premise that the study intends to examine the influence of socio-cultural peculiarities and the shoppers’ patronage in an emerging retail business. This study employed a cross-sectional research design and three hundred and eighty-four (384) structured questionnaires administered among the retail outlets in Kwara State though only two hundred and ninety-eight (298) were filled, returned and coded for the data analysis. The returned questionnaire represents 77.6% and this result is adequately fit for the study. The ANOVA table revealed p-value = 0.000 which is less than 0.05 (sig) and since p-value < 0.05, the two null hypotheses tested rejected and alternative hypotheses accepted that is. Northernization & modernization and urbanization have a great influence on shoppers' patronage in an emerging retail business with R= 0.66. Hence, the study concluded that paying more attention to the sociocultural peculiarities of businesses will not just improve their customer base but yield a good and sustainable relationship between the shoppers and the retail outlets. Therefore, the study recommended that the management of emerging retail businesses should integrate into the community of interest and appropriate necessary costs to achieve favourable performance.
Description
Keywords
Northernization, Urbanization, Modernization, Shoppers’ Patronage, Emerging Retail
Citation
13. Olowo, A.A., Oniku, A.C., & Olayemi, O.O (2023). Socio-Cultural Peculiarities and Shoppers’ Patronage in an Emerging Retail Business: Evidence from Kwara State, Nigeria. African Journal of Developmental Integrity and Peace Studies, 4 (1): 1-18. A University Based Journal in Development and Peace Research, University of Abuja, Abuja, Nigeria