Title: Marketing Competence Strategy And Consumer Buying Behaviour Of Selected Retail Firms In Delta State
Authors: EBORKA, Isioma Philomena & Dr. IYADI, Rollins Chiyem
Volume: 9
Issue: 7
Pages: 199-212
Publication Date: 2025/07/28
Abstract:
The study examined effect of marketing competence on consumer buying behaviour of selected retail firms in Asaba Delta State. The specific objective are to examine the effect of artificial intelligence competence on consumer buying behaviour, determine the impact of social media competence on consumer buying behaviour and ascertain the effect of networking competence on consumer buying behaviour. The study used cross sectional survey research design method. The population of the study was 58 and a sample size of 50 was obtained through the Taro Yamane formula for sample size determination with the simple random technique used. After data cleaning, data of 50 respondents were finally used for data analysis. Descriptive statistics, simple percentage and chi-square statistical analysis were used for data analysis and hypothesis testing. The study findings reveal that there is a positive significant relationship between marketing competence measures identified and consumer buying behaviour of selected retail firms in Asaba Delta State. The study concludes that marketing competence system bears a positive and significant influence on consumer buying behaviour. The study recommends that considering the size and characteristics of the surrounding population, level of competition, access to transportation, availability of parking, easy accessibility and long opening hours while making online store (apps) decision enables retail to reduce transaction cost and can increase consumer purchase pattern