Analysis Purchase Behaviour Of Yam Consumers In Abia State, Nigeria:- Ezeji Anele A

ABSTRACT

Consumer decision for buying yam vanes among different consumers. One consumer might prefer white yam to yellow, water yam to other species. Several studies has produced little or no clear cut eviderce into the major reason surrounding the outcome of consumer behavior especially with respect to food. Existing literature suggest that consumers' preferences and b havior are affected by their demographic, personal, socio-economic and attitu inal characteristics (Al-Mazrooei et al, 2003; Kotler and Keller, 2007; kotler and Armstrong, 2004; McCarthy and Perreault, 2005; Wierenga et al, 1997; Nwachukwu et al, 2009).