IMPACT OF CONSUMER SENTIMENT ON REPATRONAGE OF ELECTRONIC PRODUCTS IN IDAH
Abstract
This research work investigated the impact of consumer sentiment on re-patronage of electronic products in idah. The specific objectives of the study were to investigate the impact of product scale, Advertising Scale, Pricing scale, Selling scale on consumer sentiment on repatronage of electronic products in idah. The study adopted a descriptive survey research design. The population size was 250 while the sample size was 220. Primary and secondary sources of data were used while the instrument of data collection was the questionnaire. The validity and reliability of the research instrument were checked and established. The study used a convenient sampling technique in reaching the respondents. Multiple regression statistical technique was used to test the formulated hypotheses at 5% level of significance. The finding shows that the impact of product scale, Advertising Scale, Pricing scale and Selling scale on consumer sentiment on re-patronage of electronic products in idah is positive The study recommended that marketers needs to put efforts to enhance positive consumer sentiment that guarantees re-patronage.
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