INFLUENCE OF PSYCHOSOCIAL PERCEPTION AND GENDER ON CUSTOMERS’ PATRONAGE OF “UZU” AWKA INDIGENOUS BLACKSMITHING INDUSTRY, ANAMBRA STATE, NIGERIA

Abstract

This study investigated the influence of psychosocial perception and gender on customers’ patronage of “Uzu” Awka Indigenous Blacksmithing Industry in Anambra State, Nigeria. A total of 223 participants were selected using a stratified random sampling method. The instruments of data collection were the Psychosocial Perception Scale, and the Customer Patronage Scale. A cross-sectional design was adopted, while the statistics was multiple analysis of variance. Findings revealed that psychosocial perception significantly influenced customers’ patronage of the “Uzu” Awka indigenous blacksmithing industry. Again, gender significantly influenced customers’ patronage of “Uzu” Awka indigenous blacksmithing industry. The study further established that the interaction between psychosocial perception and gender significantly influenced customer patronage. Based on these findings, it is recommended that stakeholders in the blacksmithing industry should integrate customer-centered strategies that address psychosocial perceptions. Programs that appeal to both male and female customers should be promoted, and policies should be formulated to improve work conditions and enhance the psychological image of the blacksmithing industry to boost patronage.