Concept of convenience Marketing in Retail markets: A survey on consumers’ perception Bauchi Metropolis

The concept of convenience Marketing has occupied high place on the consumers’ shopping experience as they show the strongest growth in all the channels of retail businesses. Therefore, this study focuses on the perception of consumers within Bauchi metropolis in the use convenience marketing. The study adopted the four factors from the economic utility theory that explains the behaviors of consumers in terms of their desire time, place, possession and form utility. A total number of 301 respondents from both physical and online method of data collection were used in the study. The result from linear regression revealed the statistically significant of Time, Place and possession while Form was insignificant in measuring the outcome. Keywords: Convenience, Consumers, Retail Businesses, The Economic Utility Theory DOI : 10.7176/JTHS/44-05 Publication date :November 30 th 2019