Handling Customers’ Objection as an Entrepreneurial Function: A Study of Sachet Water Industry in Cross River State, Nigeria

Felix John Eze, Ireneus Chukwudi Nwaizugbo

Abstract


The study evaluated the association between consumers’ objection and entrepreneurial function among selected entrepreneurs and customers of sachet water in Calabar, Cross River State, Nigeria. Specifically, the study hinges on determining the relationship between consumer’s objection and long term customer loyalty, the extent to which price objection affect entrepreneur’s profitability and whether entrepreneurs are responsive to price objection. The survey research design was used while Pearson Correlation Coefficient was used for the hypothetical tests. The results showed that: there is a significant relationship between consumer’s objection and entrepreneurial function; entrepreneurs were not responsive to consumers’ price objection, and there was a relationship between consumer’s objection and customer loyalty. It was therefore recommended that objections be expected and noted for future references and be responded to, as it encourages the understanding of the customers’ request and ensure customer satisfaction if adequately handled. Reckoning that, success hinges on efficient managerial ability.

Full Text: PDF DOI: 10.5539/ijms.v4n5p66

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.