ABSTRACT
This study delves into the cultural factors shaping consumer buying
behavior of consumer goods in Enugu Metropolis, with the main objective of
determining the extent of cultural influence and its implications on consumer
attitudes. Specific objectives include identifying cultural factors affecting
consumer patronage, assessing the impact of culture on consumer attitudes, and
evaluating the role of price and quality in consumer decision-making.
Adopting a quantitative research design, data is collected from
consumers and marketers of consumer goods in Enugu Metropolis. The population
of the study encompasses the entire Enugu State, with a sample size of 213
determined using the Taro Yamene method.
Data analysis involves utilizing sample percentage methods for
simplicity and multiple regression analysis for hypothesis testing. Findings
reveal significant insights into the cultural dynamics influencing consumer
buying behavior.
The study is structured into five chapters, covering literature review,
data collection, analysis, conclusions, and recommendations. Key conclusions
drawn from the analysis include the strong influence of cultural factors on
consumer purchasing decisions, the high extent of cultural influence on
consumer attitudes, and the importance of price and quality considerations in
consumer decision-making.
Based on the findings, recommendations are proposed for marketers to
focus on meeting consumers' needs aligned with their cultural preferences,
understanding the cultural background influencing consumer behavior, and
considering consumers' psychological status in marketing strategies.
This study contributes valuable insights into understanding the
interplay between culture and consumer behavior, particularly in the context of
Enugu Metropolis. Furthermore, it suggests avenues for further research to
delve deeper into the complexities of cultural influences on consumer buying
behavior and to explore additional dimensions of consumer decision-making
processes.
TABLE OF CONTENTS
CHAPTER ONE
1.0
Introduction
1.1
Background of Study
1.2 Statement
of Problem
1.3 Objectives
of the Study
1.4
Research Questions
1.5
Research Hypotheses
1.6 Significance
of the Study
1.7 Scope
of the Study
1.8
Limitation of Study
1.9
Definition of Terms
CHAPTER TWO
2.0 REVIEW OF
RELATED LITERATURE
2.1 Meaning Of Cultural Factors
And The Consumer Behaviour
2.1.1 Cultural Factors:
2.1.2 Consumer Behaviour
2.2 Consumer
Buying Roles:
2.3 Types Of Consumer Buying
Behaviour
2.4 Cultural
Factors Influence Consumer Behaviour
2.4.1 Subcultures:
2.4.2 Social Factors.
2.4.3 Personal Factors
2.4.4
Psychological Factors:
2.5 The
Influence Of Religion On Buying Behaviour
2.6 Influence Of References Groups On Buying
Behaviour
CHAPTER THREE
3.0 RESEARCH METHODOLOGY
3.1 Research Design
3.2 Area of Study
3.3 Scope of the Study
3.4 Population of the Study
3.5 Sample and Sampling
Technique
3.6 Method of Data Collection
3.7 Validity and Reliability
3.8 Administration
3.9 Method of Data Analysis
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS
AND DISCUSSION
4.0 Introduction
4.1 Distribution and Collection
of Questionnaire
4.2 Data Presentation and Analysis
4.3 Regression Analysis
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary of Findings
5.2 Conclusion
5.3 Recommendations
5.4 Suggestions for Further
Study
References
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
In
recent years, with the advancement of economic status and self-conscience,
buying has increased. Buying is generally defined as the series of steps that a
consumer will take to make a purchasing decision. Buying behaviour is an
instantaneous purchase process when there is no aim to purchase the commodity. Arnould, E. et al (2012). Therefore, it is
important to learn the factors which determine consumers’ buying behaviour. Buying
behavour is affected by different kinds of factors such as personal, temporal,
economic and as well by cultural factors. These factors remain same in all
situations whether the shopper is buying the same items or different situations
(Kuester and Sabine 2012), and so it is frequently assumed that personal and
situational factors are significant. Koh E.J et al 2008), described four factors
which influence buying behaviour, such as external stimuli (buying frequency,
store displays, promotions and advertising, atmosphere in the store and
retailers), internal perceptions (lifestyle, personality, emotion, money and
time pressure), buying behaviour (price, the time of purchasing, payment) and
demographic variables (age, gender, income, occupation, marital status,
education, household income and social status). Lynn R. Khale (2014) studied
buying behavior of the consumers. According to him various factors like
placement of products, effective price strategy, promotion and window
merchandising have impact on the buying behaviour of the consumers. The consumer which was thought to be rational
is now considered to driven by something other than rationality. Blackwell, Miniard and
Engel (2006) found out that
buying is more emotional rather than rational. Their research also found that
there are different things that effect buying that includes lifestyle as they
drive consumers towards the product that they actually buy.
This
research gave the facts about the purchase pattern of a different culture.
Culture in Enugu is more of collective in nature, so the research found that
collectivist values influence their purchasing decision more than anything.
Another researcher Adelina
Broadbridge and Henry Morgan (2007) found difference in the consumer’s
lifestyle between the individualistic and collectivist culture at ethic-level.
The finding of the research were quite amazing by describing that individuals
seem to be more satisfied with their life than people living in collectivist
society, financially satisfied and they do more travel and people from collectivist
culture. Butkeviciene, V et al (2006) found the impact of national culture on a
consumers buying decision and purchasing pattern.
This study will be beneficial for
different national and multinational companies doing business in Nigeria. This
study investigates the impact of cultural factors and lifestyle on buying
behaviour of customer goods and it will be beneficial for the marketers to
target their customers in an effective manner. This study also will be
beneficial for the students and instructors while discussing the concepts of
decision making styles of consumers in their marketing classes and will enhance
their knowledge Durmaz et al (2011).
Moreover this study will provide a guide line for future researches in
this field of marketing
1.2 STATEMENT OF PROBLEM
a)
Cultural factors have posed
very big problems to consumer in their choice to make decisions in patronizing
consumer goods.
b)
Education background or levels
of personality of some people belong to affect their purchasing pattern one way
or the other.
c)
Other factors such as
religion, statues, roles etc. exert influence on consumers buying behaviour or
help them to buy certain goods.
These factors are treated differently to know how much they could
influence consumer attitudes towards buying behaviour.
1.3 OBJECTIVES OF THE STUDY
The main objective of the study is to determine the cultural influence
on buying behavior of consumer goods. The specific objectives are to:
i.
Identify the cultural
factors that can influence consumers in patronizing consumer goods.
ii.
Determine the extent to which culture will be
used to influence consumer attitude.
iii.
Determine the effect of price
and quality on consumer patronage.
1.6
RESEARCH QUESTIONS
Some questions will be designed to guide the study:
i.
Do cultural factors have any
significant influence on consumer buying behaviour?
ii.
What is the extent to which
culture can influence consumer attitude?
iii.
Does consumer perception of
price and quality affect patronage?
1.7
RESEARCH HYPOTHESES
The following hypotheses stated in null form (Ho) will be tested.
Ho1: Cultural factors do not have
any significant influence on consumer patronage.
Ho2: Consumer perception of price and quality do not affect consumer
patronage
1.6 SIGNIFICANCE OF THE STUDY
This research is necessary because it will afford as the
opportunity of knowing the areas in which culture exert influence on consumers.
This will help marketers in these areas to know why consumers accept or reject
their products.
This research will enable anybody who read through it to
identify the areas of strange and weakness of cultural influence on the
marketing organizations of firms and consumers. Thus, this work will also
examine how cultural factors influence buying behaviour of consumers in
patronizing consumer goods
1.7 SCOPE OF THE STUDY
The scope of the study is limited to consumer goods market in Enugu
metropolis. And will also cover some of the consumers within this restricted
area. It shall be based on the cultural influence on buying behaviour of
consumer goods.
This research work will not go into detail about the culture of people
in Enugu rather it will deal with the cultural factors that influence their
consumption of consumer goods.
1.10
LIMITATION OF STUDY
There were, as a result, some factorial constraints that
militated against the successful material, data collection and information
generation
Also the way consumers responded to the questionnaires or interviews
limited the scope of this project. They found it difficult to cooperate and
give sincere answers to the questions in the questionnaire. Some of them did
not bother to return the questionnaire whether filled or blank and in some
other cases, these people shy away from questions because of suspicious and
insecurity and the fear of given away some vital information. This made them to
either refuse to answer questions or give correct answers to the questions
asked.
Time factor posed great constraints in the process of carrying out this
study. There was not adequate or sufficient time to see all the consumers that
are needed for the population of the city under study and this made the
researcher stratified the population of the study.
Financial constraints also
contributed in limiting the scope and operational area, which could have been
covered. The removal of petroleum subsidy and increase in the pump price of
fuel by the federal government resulted in a very high increase in
transportation fare. Ehiekwe
A.E (2002). A
good effort was made at limiting the sample size to a level of groups, but
there was a deviation from this in order to reach the consumer who has been
influenced by culture. The uncooperative attitude of consumers in supplying the
relevant information sought is a known hindrance to the effective and speedy
condition of these research works.
Those who
collected questionnaires and threw them away or had them misplaced always
confronts the researcher with apologies, excuses, procrastinations etc. wasting
unduly for these people for led the researcher to continue with the little
response available.
1.11
DEFINITION OF TERMS
a) Influence: The capacity or power of persons or things to be a compelling force on or produce effects on the actions, behavior, opinions, etc
b)
Consumer: Consumer is an individual
or a person who identifies a need or desire, make a purchase, and then disposes
of the product during the three stages in the consumption process (pre purchase
issues, purchase issues and post purchase issues, Bloch, P. H. (2000)
c)
Consumer behaviour: Ampuero, O and Vila, N.
(2006) defined consumer behaviour as how individuals, group, and organization
select, use, and dispose goods, services, ideas, and experiences, to satisfy
their needs and desires.
d)
Culture: J. Scott Armstrong (1991) defined culture as the
complex of values, ideas attitudes and other meaningful symbols created by man
to shape human behaviour and the artifacts of that behaviour as they
retransmitted from one generation to the next”.
e) Cultural factors: According
to Engel James. F et al (2006), these comprise
of set of values and ideologies of a particular community or group of
individuals.
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