ABSTRACT

The study centered on the determinants of impulse buying behaviour among female lecturers in South Eastern, Nigeria. The broad objective of the study was to investigate those factors that influence Impulse buying by female lecturers in the South Eastern part of Nigeria. The specific objectives were to; examine the socio-economic characteristics of the respondents, ascertain the effects of socio-economic factors on impulse buying behavior, ascertain product attributes that influence impulse buying among respondents, determine effects of personality attributes on impulse buying, determine the extent to which internet, m-commerce and mobile payment systems influence impulse buying, determine the effects of income level on impulse buying and to determine the effects of shop environmental factors on impulse buying behavior of female lecturers in the South Eastern part of Nigeria. The study was carried out in the South Eastern part of Nigeria covering six higher institutions in three out of the five eastern states. Survey research design was adopted for the study, 380 respondents were randomly selected from six higher institutions. Primary data were collected through the administration of well structured questionnaire. Data collected were analyzed using simple descriptive and inferential statistics, simple regression analysis, multiple regression model and Analysis of variance (ANOVA). The socio-economic background of female lecturers showed that majority of the lecturers hold Masters or Ph.D Degrees and therefore are socio-economically fit to budget and take care of themselves. The regression result showed that socio-economic status has a significant relationship with impulse buying, product attributes exerted a significant influence on impulse buying, the same applied to personality attribute but differ with the products involved. The result of the relationship of internet, M-commerce and mobile payments showed a weak relationship between internet, M-commerce and mobile payment systems. However, the regression analysis with regards to shop environmental factors showed a strong and positive relationship. In the same vein, the multiple regression result of combined factors on impulse buying showed a positive relationship. Generally, the factors have some level of influence on impulse buying but vary in their degrees of influence. The degree, of such, relationships exist because the respondents are educated and are able to keep within their budget. In line with the findings of the study, we conclude that personality attributes have significant influence on female lecturers’ impulse buying behavior of certain products. Income level has little or no influence on impulse buying while internet, M-commerce and mobile payments have weak influence on impulse buying behavior of female lecturers. Efforts should be made by both marketers and manufacturers to work on personality attributes of the current and would-be customers to achieve their different marketing objectives. In the same vein, the marketers should try all within their boundaries to make the shop environment attractive to call for a repeat patronage which could also aid impulse buying. The personality attributes of the consumers must be duly considered to win the attention of the consumers so as to achieve their goals. On the side of internet, M-commerce and mobile payments, the government and other individuals should gear up in educating the populace on the use of the internet and its subsidiaries. Mobile network providers should be courage to enlarge the network provision for effectiveness.