SHOPPING CONVENIENCE AND REPEAT PURCHASE BEHAVIOUR OF UPSCALE CONSUMERS IN PORT HARCOURT
Ateke, Brown Walter and Ebenuwa, Augustina
Volume 4 Issue 1
Abstract
This study examined the link between shopping convenience and repeat purchase behaviour. The study took a multidimensional view of shopping convenience, and decomposed it into decision, access, search, transaction, possession and post-transaction convenience. The study adopted an explanatory research design and collected data via cross-sectional survey in a non-contrived setting, using a structured questionnaire. The population of the study comprised upscale consumers in Port Harcourt. In view of the infinite and flowing nature of this population, a sample of 384 was adopted. The Pearson Product Moment Correlation served as the test statistic, relying on SPSS version 23.0. The study found that all the dimensions of shopping convenience have strong positive nexus with repeat purchase, save search convenience which posted a very strong relationship with repeat purchase. Also, all the relationships were found to be positive and statistically significant. The study concludes that shopping convenience through search, transaction, access, possession, post-transaction and decision convenience strongly relates to repeat purchase of upscale consumers; and that repeat purchase of upscale consumers largely depend on the search, transaction, access, possession, post-transaction and decision convenience provided by retailers. Hence, the study recommends that retailers in Port Harcourt that want to benefit from repeat purchase of upscale consumers should orchestrate retail formats, processes and operations that provide consumers with convenient shopping experience. Keywords: Repeat Purchase, Search Convenience, Shopping Convenience, Upscale Consumers
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