An appraisal of the impact of shopping festivals on retail business performance: A case study of supermarkets in Yobe State
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Background of the Study
Shopping festivals are events that typically offer significant discounts, promotional offers, and special deals, often centered around a specific season, holiday, or occasion. These festivals attract a large number of customers looking to take advantage of lower prices and exclusive deals. They have become an integral part of the retail landscape, particularly in the supermarket sector, where they help retailers to boost sales, increase customer foot traffic, and clear excess inventory (Bailey & Thompson, 2024). In many countries, shopping festivals like Black Friday, Cyber Monday, or seasonal sales events are well-established, but in Nigeria, the concept of shopping festivals is still emerging.
In Yobe State, supermarkets are increasingly adopting shopping festivals to drive sales and improve profitability, particularly during key festive periods such as Eid, Christmas, and New Year. These festivals offer opportunities to engage customers, build brand loyalty, and attract new shoppers. However, the impact of these festivals on overall retail performance, especially in Yobe State, remains understudied. Some supermarkets may experience short-term sales boosts, but there is limited understanding of whether these events have lasting effects on customer loyalty and long-term business performance (Adamu & Lawal, 2023).
This study seeks to appraise the impact of shopping festivals on retail business performance, focusing on supermarkets in Yobe State. It will explore the effects of these events on customer behavior, sales performance, and the long-term sustainability of retail businesses.
Statement of the Problem
Despite the potential benefits of shopping festivals, there is limited empirical research on their impact on the performance of supermarkets in Yobe State. Retailers may struggle to assess whether the short-term sales increases during shopping festivals lead to long-term gains in customer loyalty or if these events only offer a temporary boost. Furthermore, the cost of organizing and promoting shopping festivals may not always be justified by the sales performance. This study aims to evaluate the effectiveness of shopping festivals in driving retail business success in Yobe State and identify best practices for leveraging such events.
Objectives of the Study
- To assess the impact of shopping festivals on the sales performance of supermarkets in Yobe State.
- To examine the effect of shopping festivals on customer behavior and loyalty in supermarkets.
- To evaluate the long-term sustainability of supermarkets’ reliance on shopping festivals to drive sales and customer engagement.
Research Questions
- What impact do shopping festivals have on the sales performance of supermarkets in Yobe State?
- How do shopping festivals influence customer behavior and loyalty in supermarkets?
- What are the long-term effects of shopping festivals on the sustainability of supermarket operations in Yobe State?
Research Hypotheses
- H1: Shopping festivals significantly increase the sales performance of supermarkets in Yobe State.
- H2: Customer loyalty is positively influenced by participation in shopping festivals at supermarkets in Yobe State.
- H3: Supermarkets in Yobe State face challenges in sustaining long-term performance after shopping festivals.
Scope and Limitations of the Study
This study will focus on supermarkets in Yobe State that organize shopping festivals. Limitations include potential variations in the scope and scale of shopping festivals across supermarkets, which may affect their outcomes. Additionally, data on long-term impacts may be difficult to collect, as the sustainability of such events may take time to manifest.
Definitions of Terms
- Shopping Festivals: Promotional events that offer discounts, deals, and exclusive offers to attract customers during specific periods.
- Retail Business Performance: The financial success and operational effectiveness of a retail business, often measured by sales, profit margins, and customer loyalty.
- Customer Loyalty: A measure of how likely customers are to continue purchasing from a particular store over time, often influenced by satisfaction, rewards, and engagement strategies.
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