Consumer Perception and Patronage of Ibom Air Company in Akwa Ibom State, Nigeria

Abstract

The study was carried out to determine the effect of consumer perception on patronage of Ibom Air Company in Akwa Ibom State, Nigeria. The survey research design was adopted for the study. The population of the study was two million passengers of Ibom Air Company. The study adopted Taro Yamane’s scientific formular to obtained a sample size of 400 consumers. Data for the study were obtained from the structured questionnaire administered to the passengers who patronized the Ibom Air company. Data for the study were analyzed using tables, frequency and percentage. Hypotheses were tested using simple linear regression and multiple regression models to measure the relationship between the independent variables and the dependent variable, at 0.05 level of significance. The findings revealed that consumer awareness, brand image, and consumer impression individually and collectively had positive significant influence on patronage of Ibom Air company in Akwa Ibom State, Nigeria.  Based on the findings of the study, it was concluded that consumer perception plays a crucial role in influencing patronage of Ibom Air company in Akwa Ibom State, Nigeria. It was recommended amongst others that Ibom Airline should create more awareness using online content on social media platforms to sensitize consumers on the services they offer to targeted market locally and internationally.