ABSTRACT

This study examined the determinants of consumer purchase decision making for selected pharmaceutical products in Umuahia, Abia State. However, the specific objectives are; to: examine the extent to which social factors affect consumer purchase decision, examine the extent to which personal factors affect consumer purchase decision and determine the extent to which psychological factors affect consumer purchase decision. To achieve the objectives of the study survey research design was adopted. The study adopted primary data through the use of structured questionnaire. The population of the study is made up of 100 staff and sample is 80 after adopting Taro Yamane formula. The test the hypotheses, multiple regression analysis was used. The findings revealed that Social factors has a significant effect on consumer purchase decision. The findings revealed that Personal factors has a significant effect on consumer purchase decision. The study recommends that Pharmaceutical firms should consider the social factors of consumers such as status, family and reference group when marketing their products since social factors affect consumer purchase decision. The study further recommends that customer relationship marketing contributes greatly to the organizational profitability. Hence, small scale enterprise should designed a feasible customer relationship strategy that can identify the most profitable customers to enabled tailoring services to their needs. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Abstract vi

Table of Content

CHAPTER ONE: INTRODUCTION

1.1 Background to the Study 1

1.2 Statement of the problem 3

1.3 Objectives of the Study 5

1.4 Research Questions 5

1.5 Research Hypotheses 5

1.6 Significance of the Study 5

1.7 Scope of the Study 6

1.8 Limitation of the Study 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Conceptual Framework 8

2.1.1 Concept of Consumer Purchase Decision 8 

2.2 The Concept of Purchase Decision 10

2.1.2 Factors affecting consumers’ purchasing decision 11

2.1.2.1 Social factors  11

2.1.2.2  Personal factors 12 

2.1.2.3 Psychological factors 14

2.1.3 Decision-making process 17

2.1.4 Different types of decision-making 20

2.1.5 Brands 22

2.2 Theoretical Framework 24

2.2.1 Theory of Planned Behavior  24

2.2.2 Theory of consumer buying behaviour (A-B-C-D model)  24

2.3 Empirical Review  25

CHAPTER THREE: METHODOLOGY

3.1 Research Design                         27

3.2 Area of the study 27

3.3 Data Collection 27

3.4 Population of the study 28

3.5 Sample Size determination 28

3.6 Sampling Technique 29

3.7 Description of the Instruments 29

3.8 Validity of the Instrument 29

3.9 Reliability of the Instrument 29

3.10 Data Analysis Techniques 30

3.9 Model Specification 30

CHAPTER FOUR: DATA PRESENTATION, ANALYSIS AND 

DISCUSSION OF RESULTS

4.1 Data presentation 31

4.2. Data Analysis 36

4.3 Test of hypothesis 38

4.3 Discussion of Findings 39 

CHAPTER FIVE: SUMMARY OF FINDINGS, 

CONCLUSION AND RECOMMENDATIONS

5.1 Summary of Findings 41

5.2 Conclusion 41

5.3 Recommendations 42

REFERENCES            

APPENDIX