Ngwu, Celestine Onwuralu and Obodoagu, Kenneth Ogomegbunam (2024) HABITUAL BUYING BEHAVIOR AND MARKETING PERFORMANCE OF MANUFACTURING FIRMS IN ENUGU STATE. In: Innovative and Emerging Technology for Transformative Research and Sustainable Development, 15th - 16th October 2024, ESUT SCHOOL OF POSTGRADUATE STUDIES.
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Abstract
The study evaluated the Habitual buying behavior and marketing performance of manufacturing firms in Enugu State. The specific objectives were to ascertain the relationship between repeated purchase and price sensitivity on the marketing performance of manufacturing firms in Enugu State. The study used the descriptive survey design approach. The primary source of data was the administration of questionnaire. A total population of three hundred and thirty two (332) households were used. The whole population was used due to small number. 212 households returned the questionnaire accurately filled. Data was presented and analyzed using percentage mean and standard devotion and the hypotheses were tested using Pearson correlation coefficient (r). The findings revealed that Repeated purchase had significant positive relationship with the marketing performance of manufacturing firms in Enugu State, r(95, n = 212), .619 < .908. P.<.05. Price sensitivity had significant positive relationship with the marketing performance of manufacturing firms in Enugu State, r(95, n = 212), .518 < .790, P. <.05.The study concluded that repeated purchase and price sensitivity had significant positive relationship with the marketing performance of manufacturing firms in Enugu State. The study recommended that the manufacturing firms should endeavour to enhance repeat purchases from customers as these will have significant part of a company's revenue and be a valuable skill in sales and marketing positions.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | L Education > L Education (General) |
| Divisions: | Faculty of Arts > Faculty of Law > Faculty of Management and Social Sciences > Faculty of Education |
| Depositing User: | mrs chioma hannah |
| Date Deposited: | 29 Aug 2025 12:07 |
| Last Modified: | 29 Aug 2025 12:07 |
| URI: | http://eprints.gouni.edu.ng/id/eprint/5374 |
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