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The Impact of Distribution on Consumer Loyalty in The Nigerian Household Industry

Adams, Nasimot Gbemisola (2020) The Impact of Distribution on Consumer Loyalty in The Nigerian Household Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

Purpose
This research aims to examine the impact of distribution on consumer loyalty in the Nigerian household goods industry.

Findings
The results were made based on the proposed hypothesis for the study. Firstly, that there is a positive substantial relationship amid distribution and customer satisfaction. Secondly, that customer satisfaction leads to consumer loyalty. Lastly, that distribution vividly and positively influences consumer loyalty.

Research Methods
The study adopted the use of quantitative analysis using questionnaire distributed to 310 consumers of PZ Cussons Nigeria plc and the analysis if data was done using SPSS 26 (statistical package for social science).

Research Limitations
This study was limited to the Nigerian market with emphasis on the consumers of PZ consumers Nigeria plc. Another limitation was the time constraints imposed on the project since the researcher was bound to work within the given time limits. It could have influenced the quality of the research as more data should have been collected and examined to make the results more accurate and reliable.

Originality
This research contributes to the existing literature on consumer loyalty with an inclusion on distribution. The study hopes to give way for further research on the impact distribution has on consumer loyalty by academic practitioners.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 09 Feb 2021 10:27
Last Modified: 09 Feb 2021 10:27
URI: http://norma.ncirl.ie/id/eprint/4713

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