摘要：The study evaluated the association between consumers’ objection and entrepreneurial function among selected entrepreneurs and customers of sachet water in Calabar, Cross River State, Nigeria. Specifically, the study hinges on determining the relationship between consumer’s objection and long term customer loyalty, the extent to which price objection affect entrepreneur’s profitability and whether entrepreneurs are responsive to price objection. The survey research design was used while Pearson Correlation Coefficient was used for the hypothetical tests. The results showed that: there is a significant relationship between consumer’s objection and entrepreneurial function; entrepreneurs were not responsive to consumers’ price objection, and there was a relationship between consumer’s objection and customer loyalty. It was therefore recommended that objections be expected and noted for future references and be responded to, as it encourages the understanding of the customers’ request and ensure customer satisfaction if adequately handled. Reckoning that, success hinges on efficient managerial ability.
