ABSTRACT
As seller are making efforts to understand the buying behavior of consumers, which will help their business make more profit, increase share and improve consumers shopping experience, the study of the personal factor influence is important.
The research seek to study the personal factor influence on consumer buying behavior in Nigeria which comprised of three sub- factors; Age, Occupation, Economic status as the independent variable which when satisfied would lead to understanding consumer buying behavior.
The objective of the research is to Study the personal factors influencing buying behavior specifically in purchasing products and to provide insight into understanding the extent to which personal factors influence consumer buying behavior.
Relevant literature(s) were also used to establish opinions and supporting works of several researches to the importance of the research. primary data were collected through the use of structured questionnaires and data was analyzed using statistical package for social science (SPSS).
Other tools like frequencies, bar-charts and percentages were used to analyze data. the results and findings as shown in the paper solved my research questions completely, and accurately.
The result showed that age, economic status, the combination of both and occupation and economic status had higher influence in consumer buying behavior .
The specific aim of this research is to show the sellers what influence buyers choice of goods, and this should make them know exactly what strategy to follow, to satisfy consumers buying their product.
The research was not a particularly easy research, because if had a lot of stressful work of handing out questioners while trying to explain vividly to each person how they should follow up in answering the questioners to make the research more and more accurate.
TABLE OF CONTENTS
ABSTRACT …… 5
CHAPTER 1
1.1. Background …. 8
1.2. Problem Statement …… 9
1.3. Research Questions ……….. 10
1.4. Hypotheses …………. 10
1.5. Objective of study .. 11
1.6. Significance of study ….. 11
1.7. Scope of the study ….. 11
1.8. Limitations…… 12
CHAPTER 2 Literature Review
2.1. Introduction ………………. 13
2.2. Theoretical Framework (Who is a consumer?) …. 13
2.3. Conceptual Framework ………… 22
CHAPTER 3 RESEARCH METHODS
3.1. Introduction ………………. 25
3.2. Restatement of Research Question …. 25
3.3. Restatement of Hypothesis ……………… 25
3.4. Research Design (Quantitative research design) ….. 26
3.5. Population and sampling method used …………. 26
3.6. Budget …………… 27
3.7. Definition of some terms …… 27
3.8. Restatement of Limitations ……….. 27
CHAPTER 4 DATA PRESENTATION AND ANALYSIS
4.1. SECTION A ……… 28
Demographic profile of the respondents ………………. 28
4.2. SECTION B …….. 31
TESTING OF HYPOTHESIS ……….. 31
CHAPTER 5 CONCLUSION AND RECOMMENDATION
5.1. SUMMARY …………………. 37
5.2. CONCLUSION …. 37
5.3. RECOMMENDATION ….. 38
5.4. FURTHER RESEARCH SUGGESTION . 38
REFERENCE ……………… 39
APPENDIX …………………. 40
QUESTIONAIRE …… 40
INTRODUCTION
1.1 Background
Consumer buying refers to the buying habit of the user of a product; organizations in this present digital age are created for the purpose of satisfying the needs and wants of the consumer.
organizations have made the study of consumer buying behavior a priority in order to get closer to the consumer to understand how and why they buy. There are many factors that influence the buying behavior of the consumer.
Understanding these factors would help business organization record high profitability and more market share. With this kind of information, organizations will know just how to reach their target consumers, and know exactly where to find them.
Nigerian consumers who are purchasing products have disposed different purchasing habits. While purchasing products, consumers consider different influential factors like quality, design and features, technology, brand name, packaging, price.
Until now, there is no organized way of consumer behavioral studies in Nigeria because of lack of interest shown by the research community in the country along with complex nature involved in this kind of research.
Based on this lack of information on Nigerian consumers and the factors influencing their buying behavior, the researcher opted for this study to provide comprehensive information to the business community of the country.
REFERENCES
Almond, A. (2012, July). The Consumer Decides. Retrieved April 2017, from Ideas in Action: www.ideasinactiontv.com/tcs_daily/2005/01/the-consumer-decides.html
Cotter, J. (1012). Why we buy what we want. Orange County: OC Publishing ltd.
customer perception. (2016). Retrieved from business dictionary: http://lodestarpartnersblog.com/2013/09/18/top-barriers-to-successful-ci-too-few-streams-of- intelligence/
Knot, J. (2013). The Consumer’s Behaviour . The World Today , 19-33.
Koji, J. (2014, June). The Adamawa Preference. Retrieved April 2017, from Nigeria in total: http://www.sifisheriessciences.com/article-1-42-en.php
kotler, p. (1991). Factors influencing consumer behavior: a conceptual framework. 131.
kotler, p. (2009). ‘Marketing Management: Analysis, Planning, Implementation and. factor influencing consumer behavior: a conceptual framework , 142. Pearson Education, Inc.
MSG. (n.d.). Personal Factors affecting Consumer Behaviour. Retrieved from management study guide: http://managementstudyguide.com
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