ABSTRACT

The study analyzed the consumer purchase behaviour of selected water in Abia State, Nigeria. In the process of the research, the population of the study consisted of respondents selected from the three senatorial zones of the state.  One local government area was selected from each senatorial zones.  From each local government, forty (40) household were selected.  The respondents were of different occupation and educational background, making a total of one hundred and twenty (120) respondents.  The instrument used to collect relevant data was structured questionnaire.  Descriptive statistics was used to analyze data on the first group of personal data; while binary logit was used to test the hypotheses slated in the study.  It was found out that age, education, quality perception, income and frequency of purchases influenced the consumer purchase behaviour of selected table water.  It was recommended that educational attainment of the respondents, should be improved upon; while the product quality and availability should be maintained, and improved upon if possible. 

TABLE OF CONTENTS

Title Page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - - viii

Abstract  - - - - - - - - xi

CHAPTER ONE

1.0 INTRODUCTION 

1.1 Background of the Study - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Research Questions - - - - - - - 3

1.4 Objectives of the Study - - - - - - 3

1.5 Significance of the Study - - - - - - 4

1.6 Scope of the Study - - - - - - - 4

1.7 Limitation of the Study - - - - - - - 4

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 The Evolution of Consumer Behaviour as a Discipline - - 5

2.2 The Early Years - - - - - - - - 5

2.3 The Definition of Consumer Behaviour - - - - 7

2.4 Consumer Behaviour as part of Human Behaviour - - - 9

2.5 Consumer Behaviour as Subject of Research and Study - - 10

2.6 Consumer Behaviour and Marketing - - - - - 12

2.7 Psychological Factors Influencing Consumer Behaviour - - 14

2.7.1 Personality - - - - - - - - 14

2.7.2 Self-Concept - - - - - - - - 15

2.8 The Individual Determinants and Consumer Behaviour - - 17

2.8.1  Motivation - - - - - - - - 17

2.8.2    Perception - - - - - - - - 20

2.8.3  Learning - - - - - - - - 21

2.8.4 Beliefs and Attitudes - - - - - - - 22

2.9 Social Factors Influencing Consumer Behaviour - - - 23

2.9.1 Social Influences - - - - - - - - 23

2.9.2 Culture - - - - - - - - - 24

2.9.3 Social Class - - - - - - - - 26

2.9.4 Personal Influence - - - - - - - 27

2.10 Consumer Taste - - - - - - - - 27

2.11 Consumer Personality, Life style and Attitude - - - 28

2.12 Cultural Implications - - - - - - - 29

2.13 Abia State Table Water Market  - - - - - 29

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 Study Area - - - - - - - 30

3.2 Selection of Respondents - - - - - - 30

3.3 Method of Data collection - - - - - - 30

3.4 Data Analysis - - - - - - - - 31

3.5 Model Specification - - - - - - - 31

CHAPTER FOUR

4.0 Results and Discussions - - - - - - 32

4.1 Socio-economic characteristics of the Respondents - - - - 32

4.2 Brands of Table water most commonly consumed - - - 33

4.3 Factors Influencing the Purchase Behaviour of the Selected Table

Water Brands - - - - - - - - 34

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - 37

5.2 Conclusion and Recommendations - - - - - - 38

References - - - - - - - - - - 39

Questionnair

TABLE OF LISTS

Table 4.1 Distribution of the socio-economic Characteristics of the respondents 

Table 4.2:  Distribution of most commonly consumed table water among the respondents