Select Currency
Translate this page

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA

Format: MS WORD  |  Chapter: 1-5  |  Pages: 74  |  2855 Users found this project useful  |  Price NGN5,000

  DOWNLOAD THE FULL PROJECT

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA

 

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO THE STUDY        

Consumer behavior is a young discipline; the earlier books were written in 1960’s however, its intellectual forefathers are much older. Understanding of consumers is the consumption process provides a number of benefits. These benefits include assisting the manager in decision making and providing the marketing research with a theoretical base from which to analyses consumers in making better purchase decision. The study of consumer can help to understand more about psychological, sociological and economics factors that influence human behavior. A general knowledge of consumer behaviors also has personal value. It can help people to become better consumers by informing them of the way in which they and others go about their consumption activities. In addition it can assist consumers in the buying process by informing them about some of the strategies used by companies to market their products (Foxall & Goldsmith, 1994).

The field of consumer behavior explores why people make certain purchasing decisions, what products and services they buy, where they buy them, how they use them, the frequency with which they purchase them, and the consumer decision process in action. In this context, consumer behavior has been defined as the activities of people engaged in actual or potential use of market items-whether products, services, retail environment, or ideas (Berkman & Gilson, 1978). One of the important means of dissemination for information is word of mouth. Word of mouth both negative and positive can have a profound impact on consumer behavior. If utilized correctly, it can go a long way to promote products or service and build a perception created through this method can persist for a long time and adversely effect to the marketing. Therefore the effect of word of mouth can be harsh as well as beneficial (Solomon, 1996). Word-of-Mouth Marketing progress align advertising campaign messaging and product releases with local market influencers, Trendsetters, and Tastemakers to craft mass opinion and purchase behavior.

Effective word of mouth marketing campaign connects with Influencers and Trendsetters who initiate consumer trends (e.g. Fashion trend, automobile purchase trends, consumer product trends, entertainment trends, and beverage consumption trends) that are followed by mainstream consumption trends) that are followed by mainstream consumers. Consumers value word-of-mouth twice as much as they value advertising. In a world in which we all are bombarded with advertising all day (and all night), what is the first thing we usually do to learn more about a business, a restaurant for example? We try to find someone we know who has been there, or someone who knows someone who’s been there. It’s true. Word of mouth does have more credibility than advertisers can even imagine, much less conjure up. And yet word of mouth suffers from the same virtue that makes it so strong. It is personal and therefore, limited in its reach (Pusateri, 1999). For companies to attain commercial success, it is im­portant that managers understand consumer behav­iour. The relationship between consumer behaviour and marketing strategy is emphasised because the suc­cess of companies’ marketing strategies depends upon managers’ understandings of consumer behaviour (understanding of consumer behaviour is especially important during a recession – see Kotler and Caslione (2009). Consumer buying decisions indicate how well the company’s marketing strategy fits market demand. Thus, marketing begins and ends with the consumer.

The study of customer behaviour is based on con­sumer buying behaviour, with the customer playing three distinct roles: user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field (Armstrong & Scott, 1991). Con­sumer behaviour involves the psychological processes that consumers go through in recognising their needs, finding ways to solve these needs, making purchase de­cisions (e.g., whether to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). Consumer buying behavior refers to the selection, purchase and consumption of goods and services for the satisfaction of their wants. There are different processes involved in the consumer behavior. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. A purchase decision is the result of each and every one of these factors. Initially the consumer tries to find what commodities he would like to consume, then he selects only those commodities that promise greater utility.

After selecting the commodities, the consumer makes an estimate of the available money which he can spend. Lastly, the consumer analyzes the prevailing prices of commodities and takes the decision about the commodities he should consume. Meanwhile, there are various other factors influencing the purchases of consumer such as social, cultural, economic, personal and psychological. Consumer behaviour research attempts to understand the buyer decision-making process, both individually and collectively. It studies individual consumer characteristics such as demographics and behavioural variables in an attempt to understand people’s wants. Consumer behaviour research allows for improved understanding and forecasting concerning not only the subject of purchases but also purchasing motives and purchasing frequency (Schiffman & Kanuk, 2007).

One of the current fundamental assumptions in consumer behaviour research is that individuals often purchase products for their subjectively perceived values rather than their primary functions (Stávková, Stejskal & Toufarova, 2008). This does not mean that the products’ basic functions are not important, but that the contemporary role of a product is more than its basic use-value (Solomon, 2004). Frequently, consumers do not rate products according to their core attributes (i.e., the primary utility they provide) but, above all, according to the so-called real product (i.e., a particular products’ qualities) and the extended product, which represents the set of intangible factors that confer a desired perceived advantage on the consumer – including image, consultancy, and after-sale service (Foret & Procházka, 2007). The majority of developed countries have attained their objectives by relying on domestic production and also through government campaigns in support of the utilization of local goods. The intensity of dedication to the consumption of local products depends greatly the extent on ethnocentrism (Sciffman & Kanuk 2007). Therefore, this study focuses on the factors influencing consumer buying behavior on household products in Nigeria.

1.2     STATEMENT OF THE PROBLEM

The research problem can be stated as finding out the right and suitable marketing strategy to be adopted by organization producing households products to increase the local consumption of their locally made products. In Africa, Nigeria is one of the developing countries where large amounts of products from other countries are imported each year and alcoholic beverages are not an exception. This has exposed many Nigerian to alternative preference for domestic made products and foreign products. The great variety of goods and services from other countries has made many consumers to patronize imported products. However, many of the local industry are thriving hard to survive in today’s turbulent Nigerian market. As more companies consider the value of expansion in Africa, the need to understand the African consumer is becoming a priority (Hatch, Becker & van Zyl, 2011). However, there is currently very little research that has been conducted regarding the factors that impact the consumer decision-making process in Africa.

It has been assumed that African companies are not as mature in their analysis and assessment of their consumer base, when compared to companies in developed countries. Maturity in this context can be defined as having progressed to a state of understanding the required consumer and consumer base. Companies are not mature largely due to their inherent composition, and also because of the consumers that they serve. Much of Africa’s markets are also immature, with a large portion of purchasing happening in open markets. It is estimated that approximately 80% of total consumer purchasing happens in open markets in Nigeria, which is one of Africa’s largest economies (CNBC Africa, 2014). These problems make it glaring that there is a need to carry out a study on the factors influencing consumer buying behavior on household products in Nigeria.

1.3  OBJECTIVES OF THE STUDY  

The general objective of this study is to examine the factors influencing consumer buying behavior on household products in Nigeria. The specific objectives include the following:

1. To find out the perception of consumers towards buying household products in Nigeria.

2. To ascertain if social factors influence consumer buying behavior on household products in Nigeria.

3. To investigate the socioeconomic factors influencing consumer buying behavior on household products in Nigeria.

4. To know the impact of Psychological factors on consumer buying behavior on household products in Nigeria.

5. To examine if cultural factors influence consumer buying behavior on household products in Nigeria.

  DOWNLOAD THE FULL PROJECT

FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA

Not The Topic You Are Looking For?



For Quick Help Chat with Us Now!

+234 813 292 6373

+233 55 397 8005


HOW TO GET THE COMPLETE PROJECT ON FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA INSTANTLY

  • Click on the Download Button above.
  • Select any option to get the complete project immediately.
  • Chat with Our Instant Help Desk on +234 813 292 6373 for further assistance.
  • All projects on our website are well researched by professionals with high level of professionalism.

Here's what our amazing customers are saying

MATTHEW NGBEDE
Ahmadu Bello University
I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!
Excellent
Merry From BSU
I am now a graduate because of iprojectmaster.com, God Bless you guys for me.
Excellent
Uduak From Uniuyo
IProjectMaster is the best project site for students. Their works are unique and free of plagiarism!
Excellent
Samuel From Ajayi Crowther University
You guys just made life easier for students. Thanks alot iprojectmaster.com
Excellent
Dau Mohammed Kabiru
Kaduna State College of Education Gidan Waya
This is my first time..Your service is superb. But because I was pressed for time, I became jittery when I did not receive feedbackd. I will do more business with you and I will recommend you to my friends. Thank you.
Very Good
Abraham Ogbanje
NATIONAL OPEN UNIVERSITY OF NIGERIA
At first I was afraid.. But I discovered they are legit. I will bring more patronize
Very Good
Stancy M
Abia State University, Uturu
I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much iprojectmaster, infact, I owe my graduating well today to you guys...
Excellent
Emmanuel Essential
Kogi state University
I actually took the risk,you know first time stuff But i was suprised i received as requested. I love you guys 🌟 🌟 🌟 🌟
Very Good
Abdul Mateen Iddrisu
UDS
At first I taught is a site full of fraudsters until I saw my project in my Gmail after my payment.. THANK YOU IPROJECTMASTER and May God the almighty bless u guys abundantly
Excellent
Abdulrahman Jibrin
Nti Abaji
Nice one work prompt delivery tanx
Very Good

FREQUENTLY ASKED QUESTIONS

How do I get this complete project on FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA?

Simply click on the Download button above and follow the procedure stated.

I have a fresh topic that is not on your website. How do I go about it?

How fast can I get this complete project on FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA?

Within 15 minutes if you want this exact project topic without adjustment

Is it a complete research project or just materials?

It is a Complete Research Project i.e Chapters 1-5, Abstract, Table of Contents, Full References, Questionnaires / Secondary Data

What if I want to change the case study for FACTORS INFLUENCING CONSUMER BUYING BEHAVIOUR ON HOUSEHOLD PRODUCTS IN NIGERIA, What do i do?

Chat with Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

How will I get my complete project?

Your Complete Project Material will be sent to your Email Address in Ms Word document format

Can I get my Complete Project through WhatsApp?

Yes! We can send your Complete Research Project to your WhatsApp Number

What if my Project Supervisor made some changes to a topic i picked from your website?

Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

Do you assist students with Assignment and Project Proposal?

Yes! Call Our Instant Help Desk Now: +234 813 292 6373 and you will be responded to immediately

What if i do not have any project topic idea at all?

Smiles! We've Got You Covered. Chat with us on WhatsApp Now to Get Instant Help: +234 813 292 6373

How can i trust this site?

We are well aware of fraudulent activities that have been happening on the internet. It is regrettable, but hopefully declining. However, we wish to reinstate to our esteemed clients that we are genuine and duly registered with the Corporate Affairs Commission as "PRIMEDGE TECHNOLOGY". This site runs on Secure Sockets Layer (SSL), therefore all transactions on this site are HIGHLY secure and safe!