DETERMINANTS OF PURCHASE BEHAVIOUR AND CONSUMPTION PATTERNS FOR TOILETRIES AMONG HOUSEHOLDS IN RIVERS STATE NIGERIA

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