EFFECT OF CONSUMER BEHAVIOUR ON BUSINESS TURNOVER (A STUDY OF ZENITH BANK, OGOJA AND IKOM BRANCHES)

The main objective of the study was to investigate the effect of consumer behaviour on business turnover. A study of Zenith bank, Ogoja and Ikom branches. The specific objectives were, to examine the relationship between consumer culture and business turnover in Zenith bank Ogoja and Ikom branches, to ascertain the relationship between consumer demography and business turnover in Zenith bank Ogoja and Ikom branches and to determine the effect of consumer preference on business turnover in Zenith bank Ogoja and Ikom branches. The research design adopted for this study was a survey method. The sampling procedure used in this research was the simple random sampling. Taro Yamane’s formula was used to determine the sample size of 80. Primary data were gathered from respondents through the use of questionnaire with five options of responses. Face and content validity was used to validate the researcher instrument. To investigate the relationship between the dependent and independent variables, the Pearson Product moment correlation (correlation coefficient) was used. From the analysis, it was found that that there is significant relationship between consumer behaviour and business profitability. It was also found that there is significant relationship between consumer behaviour and business turnover and that consumer culture, consumer demography and consumer preference all plays an important role in business turnover in Zenith bank Ogoja and Ikom branches. In line with the findings, it was recommended that management should avoid biasness, prejudice or discrimination against some customers and develop a genuine desire and passion to serve others with kills and knowledge to serve their customers excellently.