STORE ATMOSPHERICS, PRICE CONSCIOUSNESS AND CUSTOMER RETENTION AMONG UNDERGRADUATE

ABSTRACT

This study examined and analyzed store atmospheric, price consciousness and customer retention among undergraduates of University of Benin. Data were primarily sourced through the online administration of four hundred (400) questionnaire out of which same number (400) of responses were retrieved and used for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the analysis revealed the following: there is a significant relationship between store cleanliness and customer retention among undergraduates; store temperature does not significantly influence customer retention among undergraduates; store lighting does not have a significant effect on customer retention among undergraduates; store display/layout significantly influences customer retention among undergraduates; and price consciousness significantly affects customer retention among undergraduates. Based on these research findings, the following recommendations were made that: it is paramount for retailers, particularly those within the vicinity of University of Benin, to prioritize maintaining high standards of cleanliness within their premises; it remains advisable for store managers to ensure a comfortable shopping environment in terms of temperature; retailers should invest in thoughtful and dynamic store layouts that facilitate easy navigation and product interaction; and retailers should consider implementing student discounts, loyalty programs, and promotions that resonate with the price-sensitive nature of this demographic.