Contemporary Factors Determining the Choice of Supermarket Patronage in Ado-Ekiti Metropolis of Nigeria

Abstract

This study examined the contemporary factors (quality, price, assurance and distance) determining the choice of supermarkets in
Ado-Ekiti Metropolis. A descriptive survey research design was adopted for the study. The population of the study constituted the
walk-in customers of the selected supermarkets in Ado-Ekiti metropolis. The sample size was 200customers using random sampling. Primary data used for the study were gathered through a structured questionnaire. Data gathered were analyzed using
multiple regression. The result showed that product quality positively affects customer patronage; furthermore, the result showed
that product price positively affects customer patronage; more so, the result showed that assurance positively affects customer
patronage and finally, distance does not significantly affect customer patronage all at 0.05 level of significance. Thus, the study
concluded, that product quality, product price and assurance statistically and significantly affects customer patronage among
supermarkets in Ado-Ekiti Metropolis.