Application of The Attribution Theory to Consumers’ Choice of Retail Outlets in A Nigerian Setting
This study examined the attributes influencing consumers’ choice of retail outlets in the fast moving consumer goods (FMCG) sector. Anchored on the Attribution Theory, the study investigated whether and to what extent five attributes (i.e. customer service, product quality, product assortment, competitive pricing, and store location) individually influence consumers’ choice of retail outlets. The major […]