EVALUATION OF CONSUMER PATRONAGE OF CONSUMER COOPERATIVE STORES IN ENUGU STATE
The research focuses on evaluating consumers Patronage of Consumer Cooperative Stores. A cross- sectional survey of two hundred (200) members of Consumer Cooperative was conducted to determine factors that influence consumers Patronage and also examine the level of patronage of consumer cooperative stores in Enugu State. A uniform set of structured questionnaire and interview were employed to collect data for the study.
The results show that sex, income level, education and availability are factors that influence patronage of consumer cooperative stores. More so, the result reveals that members of the consumer cooperative often patronize the consumer store. Consequently upon the findings, the researcher recommends that emphasis should be laid on cooperative education to equip members with the knowledge and skill about cooperative principles, management and business. More so, it will help to instill in members cooperative values, scale up their understanding and participation in cooperative business by organizing seminar, workshop, discussion group and meeting. Also staff-owned consumer cooperative stores should be established outside the working premises to attract none members to patronize the consumer store. More so enable them to compete with other retail outlets. Consumer cooperative should endeavour to employ staff for the consumer store instead of rotating it among themselves to avoid distraction. There is need for qualified manager and account officer for efficient management of the consumer cooperative store and record keeping. The cooperative should adopt the principle of patronage refund. Such policy promotes members loyalty thus increase the patronage of the consumer store.