Perceived Non-Financial Motives And Patronage Intentions Among Foreign Shoes Users In Anambra State Of Nigeria
John Chidume Anetoh Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State, Nigeria.
Emmanuel Chidozie Ndubisi Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State of Nigeria.
Christian Ogochukwu Nwangene Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State of Nigeria.
Kobi Pamela Ikpo
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Enugu State of Nigeria.
Deborah Patience Okoro Ph.D
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Enugu State of Nigeria
Cajetan Obinna Ewuzie Ph.D
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Enugu State of Nigeria
Vitus Chinedu Ogbunuju
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State of Nigeria
Keywords: Perceived Non-Financial Motives, Consumer Patronage Intentions, Foreign Shoes
Abstract
The study examined the influence of non-financial motives on patronage intentions using consumers of foreign shoes in Anambra State of Nigeria. The problem of the study is the difficulty of some shoes manufacturers to identify exactly pertinent factors that motivate consumers to patronize a particular brand of shoes over others. Specifically, the research work investigated the influences of perceived quality, beauty, prestige, comfort and pleasure on consumer patronage of foreign shoes. Relevant literature was reviewed. A cross sectional survey research design method was used. The population of this was users of foreign shoes while the sample size was 384. A convenience sampling strategy was used while primary source of data was adopted using structured questionnaire. The validity of the research instrument was checked and established using face, content as well as constructs validity. The study used Cronbach alpha coefficients and composite reliability to determine the internal consistency of the measuring instrument. Five hypotheses formulated to guide the study were tested at 5% level of significance using a Structural Equation Modeling statistical technique. The findings revealed that perceived quality had a significant and positive influence on consumer patronage intentions of foreign shoes in Anambra State of Nigeria. The findings showed that perceived beauty had a significant and positive influence on consumer patronage intentions of foreign shoes. The study discovered that perceived prestige had a significant and positive influence on consumer patronage intentions of foreign shoes. The findings of the study indicated that perceived comfort had a significant and positive influence on consumer patronage intentions of foreign shoes. It was also discovered that perceived pleasure had a significant and positive influence on consumer patronage intentions of foreign shoes. The study recommended among others that foreign shoes manufacturers and marketers should continue to improve and also invest more on quality of their products for enhanced consumer patronage. Also, foreign shoes manufacturers should continue to improved on their offerings by ensuring that they are attractively packaged and beautifully designed so as to encourage more patronage intentions by foreign shoes consumers.