ABSTRACT
Families
as consumers experience a lot of difficulties in their acquisition and
utilization of products as a result of lack of knowledge and skills on how to
select and maintain cheap durable products from the densely populated and
highly segmented markets hence the need for this study on consumer behaviour
strategies for enhancing family stability in the South-East of Nigeria. The
study specifically was guided by eight research questions and eight null
hypotheses. The literature related to the study was reviewed under the
conceptual framework, theoretical framework, empirical studies and summary of
review of related literature. The study adopted a descriptive survey research
design. The
population of the study was 1,360 married men and women lecturers of
all the seven public colleges of education in the South-East, Nigeria. The
sample size of 309 married men and women lecturers was statistically derived
using Taro Yamane formula. Proportionate stratified random sampling technique
was used in the selection and allocation of sample figures. The instrument for
data collection was a structured questionnaire titled ‘Consumer Behaviour
Strategies Questionnaire (CBSQ).’ The questionnaire was
validated by three experts, two from the Department of Agricultural and Home
Science Education, and one from Measurement and Evaluation Unit of the Department
of Science Education, Michael Okpara University of Agriculture, Umudike. The reliability of
the instrument was established through test re-test method. Pearson Moment Correlation Coefficient
formula was used to compute the coefficient stability of the instrument which
yielded a correlation coefficient of 0.83, which implies that the instrument
was reliable. Data collected for the study were analyzed using mean and
standard deviation for the research questions while t-test of independent variables
was used to test the null hypotheses at 0.05 level of significance. Results showed, among others, that consumers should
compare products’ prices and qualities, evaluate alternatives of products,
access information concerning availability of products, choose products based
on disposable incomes, avoid impulse buying and eschew deceptive advertisement.
There is no significant difference between the mean responses of married men
and women on all the items of consumer behaviour strategies for enhancing
family stability. It was recommended, among others,
that appropriate consumer agencies should ensure that fake and adulterated
products are prohibited from markets, while government should promulgate
favourable policies that will mitigate consumers from the inhibiting problems
through formal education, workshops, seminars and conferences.
EHUMADU, E (2022). Consumer Behavior Strategies For Enhancing Family Stability In South-East, Nigeria. Mouau.afribary.org: Retrieved Dec 24, 2024, from https://repository.mouau.edu.ng/work/view/consumer-behavior-strategies-for-enhancing-family-stability-in-south-east-nigeria-7-2
EHUMADU, EHUMADU. "Consumer Behavior Strategies For Enhancing Family Stability In South-East, Nigeria" Mouau.afribary.org. Mouau.afribary.org, 17 Nov. 2022, https://repository.mouau.edu.ng/work/view/consumer-behavior-strategies-for-enhancing-family-stability-in-south-east-nigeria-7-2. Accessed 24 Dec. 2024.
EHUMADU, EHUMADU. "Consumer Behavior Strategies For Enhancing Family Stability In South-East, Nigeria". Mouau.afribary.org, Mouau.afribary.org, 17 Nov. 2022. Web. 24 Dec. 2024. < https://repository.mouau.edu.ng/work/view/consumer-behavior-strategies-for-enhancing-family-stability-in-south-east-nigeria-7-2 >.
EHUMADU, EHUMADU. "Consumer Behavior Strategies For Enhancing Family Stability In South-East, Nigeria" Mouau.afribary.org (2022). Accessed 24 Dec. 2024. https://repository.mouau.edu.ng/work/view/consumer-behavior-strategies-for-enhancing-family-stability-in-south-east-nigeria-7-2