TABLE OF CONTENTS

CHAPTER ONE

1.0        INTRODUCTION

1.1        STATEMENT OF PROBLEM

1.2        AIMS AND OBJECTIVES OF THE STUDY

1.3        RESEARCH QUESTIONS

1.4        RESEARCH HYPOTHESIS

1.5        SIGNIFICANCE OF THE STUDY

1.6        DELIMITATION AND LIMITATION OF THE STUDY

1.7     OPERATIONAL DEFINITION OF KEY TERMS

1.8     HISTORICAL BACKGROUND OF THE STUDY

CHAPTER TWO

LITERATURE REVIEW

2.0        INTRODUCTION

2.1     THE BUYING DECISION PROCESS

2.1.1  Buying Roles

2.1.2  Buying Behavior

2.2     STAGES OF THE BUYING DECISION PROCESS

2.2.1 PROBLEM RECOGNITION

2.2.3 INFORMATION SEARCH

2.2.4 EVALUATION OF ALTERNATIVES

2.3 OTHER MODELS OF THE BUYING DECISION PROCESS

REFERENCES

CHAPTER THREE

RESEARCH METHODOLOGY

3.0     INTRODUCTION

3.1     DATA COLLECTION METHOD

3.2        RESEARCH INSTRUMENTS

3.3        THE POPULATION

3.4        THE SAMPLING TECHNIQUE

3.5        RESTATEMENT OF HYPOTHESIS

3.6        COLLECTED

REFERENCES

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1        DATA PRESENTATION AND INTERPRETATION

4.2        DATA ANALYSIS

4.3        HYPOTHESIS TESTING

CHAPTER FIVE

SUMMARY OF FINDING CONCLUSION AND RECOMMENDATION

5.1        SUMMARY OF FINDING

5.2        CONCLUSION

5.3        RECOMMENDATIONS

5.4        SUGGESTION FOR FURTHER STUDIES

REFERENCES

APPENDIX: QUESTIONNAIRE

CHAPTER ONE

             1.0     INTRODUCTION

People are significantly influenced by their reference groups in at least three ways. Reference groups expose an individual to new behaviors and lifestyles, and influence attitudes and self-concept; they create pressures for conformity that may affect actual product and brand choices. People are also influenced by groups to which they do not belong. Aspirational groups are those a person hopes to join; dissociative groups are those whose values or behavior an individual rejects.

However, level of reference-group influence varies among products and brands. Reference groups appear to strongly influence both product and brand choice only in the case of automobiles and color televisions; brand choice mainly in such items as furniture and clothing; and product choice mainly in such items as beer and cigarettes.

Manufacturers of products and brands where group influence is strong must determine how to reach and influence opinion leaders in these reference groups. An opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of several brands is best or how a particular product may be used. Marketers try to reach opinion leaders by identifying demographic and psychographic characteristics associated with opinion leadership, identifying the media read by opinion leaders, and directing messages at opinion leaders. The hottest trends in teenage music, language, and fashion start in America's inner cities. (Kotler 2002).

Every company must develop new products. New product development shapes the company’s future. Improved or replacement products must be created to maintain or build sales. Customers want new products, and competitors will do their best to supply them.

             1.1     STATEMENT OF PROBLEM

As a matter of fact, there is no purchase without a drive from the consumer as regard a particular product, nevertheless there is still much attention given to consumer behaviour towards household items.

Meanwhile, empirical studies on appraisal consumer behaviour towards household item is at the threshold. To address this issue empirically, the main focus is to carry out an empirical research aim at addressing the following questions;

(i)                 What is the implication of consumer behaviour on household item?

(ii)               What is the implication of product brand on consumer buying decision?

(iii)             What is the relationship between price of a product and consumer buying decision?

(iv)             What significance does taste of an individual consumer has on his/her buying behaviour?

(v)               What is the relationship between consumer buying behaviour and the social group he/she belong?

1.2     AIMS AND OBJECTIVES OF THE STUDY

In the course of the study, the researcher would try to highlight the importance of consumer buying behaviour with regard to product brand cost of purchase (price), social class, tastes e.t.c.

The study is to elicit attention to present marketing environment and as regard the importance of consumer buying decision and their environment.

1.3     RESEARCH QUESTIONS

 The following research questions would be worked on by the researcher;

(i)                 What is the implication of consumer behaviour on household item?

(ii)               How does product brand affect consumer buying decision?

(iii)             What significant relationship exist between price of a product and consumer buying decision?

(iv)             What relationship does taste of an individual consumer has on his/her buying behaviour?

1.4     RESEARCH HYPOTHESIS

The following research hypothesis would be tested:

Hypothesis 1

Ho:  Consumers’ taste has no positive implication on consumer buying behaviour.

H1:  Consumers’ taste has a positive implication on consumer buying behaviour.

Hypothesis 2

Ho:  Product brand has no positive effect on consumer buying decision.

H1:  How does product brand has positive effect on consumer buying decision.

Hypothesis 3

Ho:     Price of a product has no positive significant with consumer buying decision?

H1:     Price of a product has positive significant with consumer buying decision. 

1.5     SIGNIFICANCE OF THE STUDY

It is hope that this study will be theoretically and practically significant.

The importance of this will basically include:

Theoretically, it would refine and elaborate present knowledge on the appraisal of consumer behaviour towards household items.

Practically, the result of the study is likely to be useful for consumers and manufacturing organisation who seek knowledge on how to improve on their buying decision and to work on household items so as to elicit consumer attention as we have in the case LG Electronics household item. Moreover, other researchers to find the result of this study invaluable.

1.6     DELIMITATION AND LIMITATION OF THE STUDY

This study is limited in scope. The study would only focus on appraisal of consumer behaviour towards household item and relevance to consumer buying decision in this present marketing environment.

Meanwhile  another issue is the reluctance of respondents to questionnaire, this owing to what seems precious situation in the view of the this new development.

Moreso, financial constraint is another issue that militated the researcher during the course of the research.

Conclusively, the issue of distance covered during the administration of the questionnaire is another issue that would not be forgotten in a hurry.

All these limitations with to some extent constrain generalization of the findings of the study.

Finally, it is hoped that despite these limitations, the findings from the study could find generally application to the area of study and provide the building blocks for future researchers.

1.7  OPERATIONAL DEFINITION OF KEY TERMS

Product: It is therefore a complexity of tangible and intangible attributes including functional, social, and psychological utilities or benefits.

Market: Market is the totality of actual buyer, that is, these with need to satisfy, with interest to buy and the purchasing power to buy.

Product Development: This is the process of creating new product through idea generations.

Buying Behaviour:  Buying is the attitude which every consumer exhibit with regard to price of a product, brand of a product, social class on the consumer, e.t.c. before making any purchase.

1.8  HISTORICAL BACKGROUND OF THE STUDY

In  2005

In 2004

LG Electronics MobileComm becomes number one CDMA handset maker worldwide

In 2003

In 2002

Under the LG Holding Company system, the Company spun off to LG Electronics (LGE) and LG Electronics Investment (LGEI); the first home networking system commercialized in the global market

In 2001

LG.Philips Displays, a joint venture with Philips, is born

In 2000

Merges with LG Information & Communications

In 1999

Develops and sells Korea's first Korean-type digital TV Sells Korea's first 40-inch PDP TV Attracts foreign investment for LG LCD

Declares Digital LG Vision  LG-Philips LCD, a joint venture with Philips, established

In 1998

Strengthens restructuring efforts  World's first 60-inch PDP TV developed

In 1997

Develops world first reception IC for digital TV

In 1995

In 1992

Merges with GoldStar Components

In 1991

First in Korea to export over US $2 billion in home appliances

In 1984

Sales exceed 1 trillion won

In 1981

Establishes Korea's first overseas production subsidiary (LG ElectronicsAI)

In 1978

In 1977

Sales reach 100 billion won mark

In 1968

Establishes first overseas branch office (New York) Produces Korea's first air conditioner

In 1966

Produces Korea's first black & white TV

In 1965

Produces Korea's first refrigerator

In 1962

Produces Korea's first telephone

In 1959

Produces Korea's first radio (A-501). Heralds beginning of electronics industry of Korea.

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