BUSINESS LOCATION AND STUDENTS’ PATRONAGE OF COPY-AND-PRINT SHOPS IN THE UNIVERSITY OF CALABAR

Authors

  • Eyo Emmanuel Essien University of Calabar, Nigeria
  • Edim Eka James University of Calabar, Nigeria

Keywords:

Business location, Customer patronage, Location visibility, Location accessibility, Location proximity

Abstract

The physical location of a business firm can improve or undermine its marketing potential in today’s competitive environment. While a well-located business can attract customers through visibility and easy accessibility, a poorly-located business can result in low customer visibility, which may inhibit patronage. This study examined business location and students’ patronage of copy-and-print shops in the University of Calabar. It specifically sought to examine the effects of location visibility, accessibility and proximity on students’ patronage of copy-and-print shops in the University of Calabar. Cross-sectional survey research design was adopted for the study. Primary data were obtained from 323 undergraduate students of the University of Calabar using a structured questionnaire. The hypotheses proposed for this study were tested were tested using multiple regression analysis technique. The findings of the study revealed that location accessibility, location visibility and location proximity had significant positive effects on students’ patronage of copy[1]and-print shops in the University of Calabar. Therefore, the following recommendations were made among others: copy-and-print shops operating in educational institutions should intensify the use of physical signages, and exterior store aesthetics to enhance the visibility of their stores in order to attract students’ patronage; and to enhance student patronage, university campus copy-and-print shops should prioritize accessibility by implementing measures like user-friendly layouts, online ordering, and printing options for visually impaired students.

Author Biographies

Eyo Emmanuel Essien, University of Calabar, Nigeria

Department of Marketing,
University of Calabar, Nigeria

Edim Eka James, University of Calabar, Nigeria

Department of Marketing,
University of Calabar, Nigeria

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Published

2024-01-29

How to Cite

Eyo, E. E., & James, E. E. (2024). BUSINESS LOCATION AND STUDENTS’ PATRONAGE OF COPY-AND-PRINT SHOPS IN THE UNIVERSITY OF CALABAR. FUW-International Journal of Management and Social Sciences, 9(1), 178–194. Retrieved from https://fuw-ijmss.com.ng/index.php/fijmss/article/view/71