ABSTRACT

This study focused on the determinants of purchasing behavior and consumption pattern of toiletries among household in River state. One of the major objectives of the study among others was to examine the socio economic characteristics of the respondents, 120 copies of a well-structured questionnaire were produced and administered on the respondent s chosen from the study population in Port Harcourt, to elicit primary information, through the simple random sampling method. 83.339 which is 100 copies were returned in the process. Relevant published materials were consulted for secondary information in the work. Results from the study showed that the model is fit for such study and the null hypothesis was rejected. A major recommendation given among others was that marketing strategy on promotion, pricing, distribution etc should be directed to both male and female consumers of toiletries, which led to the conclusion that education, price, location, income etc have significant influence on purchase behavior and consumption pattern of toiletries.

TABLE OF CONTENT

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of Content vi

List of Tables ix

Abstract x

CHAPTER ONE

1.0 Introduction 1

1.1 Background to the Study 1

1.2 Statement of Problem 4

1.3 Objectives of the Study 7

1.4 Research Questions 7

1.5 Statement of Hypothesis 8

1.6 Significance of the Study 8

1.7 Scope of the Study 9

1.8 Limitations of the Study 9

CHAPTER TWO

2.0 Review of Related Literature 10

2.1 An Overview 10

2.2 Purchasing or Buyer Behaviour in General 11

2.3 The Family Cycle and Consumption role Function 14

2.3.1 Economic Well-Being 15

2.3.2 Emotional Support 16

2.3.3 Suitable Family Life Style 16

2.3.4 Socialization of Family and Other Family Members 17

2.4 Family Purchasing Behaviour 20

2.5 Consumer Category 25

2.6 Consumer Buying Decision Process 26

CHAPTER THREE

3.0 Research Methodology 28

3.1 Research Design 28

3.2 Area of Study 28

3.3 Population of the Study 29

3.4 Determination of the Sample Size 29

3.5 Method of Data Collection 29

3.6 Sampling Technique 29

3.7 Data Analysis 29

3.7.1 Model Specification 30

3.8 Validity and Reliability 31

CHAPTER FOUR

RESULTS AND DISCUSSION

4.1 Socio Economic Characteristics of the Households 32

4.2 The Identified Toiletries Been Purchased AND Consumed 38

4.3 The Purchasing Behaviour and Consumption Pattern of

Toiletries 40

4.3.1 The Purchase Behavior of Toiletries 40

4.3.2 The Consumption Pattern of Toiletries 42

4.3.3 A Cross Tabulation of Consumption Pattern and Purchase 

Behaviour 44

4.4 Determinants of Purchase Behaviour 47

4.5 The Determinants of the Consumption Pattern 49

4.6 The Relationship Between Purchase Behaviour and 

Consumption Pattern 51

CHAPTER FIVE

SUMMARY OF THE FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Introduction 52

5.2 Summary of Finding 52

5.3 Conclusion 53

5.4 Recommendations 54

REFERENCE

APPENDIX 1

LIST OF TABLES

Table 1: Distribution According To Gender 32

Table 2: Distribution According to Marital Status 33

Table 3: Distribution According to Age 34

Table 4: Representing Income Distribution 35

Table 4: Distribution According to Household Size 36

Table 5 Distribution According to Level of Education 37

Table 6: Distribution According to Location 37

Table 7: The Identified Types of Toiletries Purchased 39

Table 8: Distribution According to Purchase Frequency 40

Table 9: Consumption Pattern 42

Table 10: Cross Tabulation of Purchase Behaviour and 

Consumption Pattern 45

Table 11: The Determinants of Purchase Behaviour 48

Table 12: The Determinants of Consumption Pattern 50

Table 13: Correlations 51