THE EFFECT OF CULTURE ON CONSUMERS BUYING BEHAVIOUR (A CASE STUDY OF ASABA COMMUNITY)

ABSTRACT

The study was designed to investigate the effect of culture on consumers buying behaviour. The main aim is to determine the promotional strategy that will data have obtained through both secondary and primary source. For the primary source a survey of opinion was conducted on a sample of the population that the effect of the culture on consumers buying behaviour is a most effective fundamental that culture plays greater influence on the way consumers behaves. It was there fore recommended among others that all business oriented organization should always research deeply into the prevailing culture of the area where they intend to do business before committing their fund that will rum at variance with their needs

TABLE OF CONTENTS

Title page                                                                 i

Certifications                                                           ii

Dedication                                                               iii

Acknowledgement                                                    iv

Table of content                                                       v

Abstract                                                                   vi

CHAPTER ONE

1.0      Introduction                                                     1

1.1      Background of the Study                                 1

1.2      Statement of the Study                                    2

1.3      Objective of the Study                                      3

1.4      Research Question                                           3

1.5      Hypothesis                                                       4

1.6      Significant of the Study                                   4

1.7      Scope of Study                                                 5

1.8      Limitation of the Study                                    6

1.9      Operational Definition of Terms                       7

CHAPTER TWO

2.0      Review of Related Literature                             8

2.1      Meaning of Culture                                          8

2.2      Culture and Sub-Culture                                 10

2.3      Culture and Marketing Concept                       11

2.4      Meaning of Consumers Behaviour                   12

2.5      Consumer Characteristic and its                     12   

        Influence on Consumer   Behaviour

2.6      The Concept of Culture and Consumers          13

2.7      Contribution of Culture in Marketing              14

2.8      Definition of Consumer Buying Behaviour               18

2.9      The Scope of Consumer Buying Behaviour      19

2.10 The Organization Buying Behaviour Process   22

2.11 Benefits of Consumer Buying Behaviours                23

CHAPTER THREE

3.0     Research Methodology                                      26

3.1     Research Design                                               26

3.2     Population of the Study                                    26

3.3     Sampling Techniques                                               26

3.4      Data Collection Procedure                               26

3.5     Questionnaire                                                   27

3.6     Interview                                                           27

3.7     Validations of Instruments                                       28

3.8     Method of Data Analysis                                   29

CHAPTER FOUR

4.0      Data Presentation and Interpretation               30

4.1      Presentation of Data                                        30

4.2      Data Analysis/Hypothesize Testing                  30

4.3      Testing of Hypothesis                                       38

4.4      Decision of Finding                                          40

CHAPTER FIVE

5.0      Summary of Findings, Conclusion and            43

        Recommendations

5.1      Summary of Findings                                      43

5.2      Conclusion                                                      45

5.3      Recommendations                                           45

5.4      Area for Further Study                                     47

Bibliography

CHAPTER ONE

1.0      INTRODUCTION

1.1   BACKGROUND OF STUDY

        Cultural influences can be over come either through the manipulation of controllable variables or a systematic adoption to the uncontrollable lavaibles so as to enable business men navigate safety and successfully in their business pursuit.

        A consumer buying behaviour is influenced tremendously by culture itself. Culture in a broader and deeper degree, which is hinged on variable like, perception, value, and preference are also central to culture and sub-culture they influence on consumer buying behaviour. Culture is the fundamental determine of a person want and behaviour. The growing child acquires a set of values, perceptions, and other variable through his or her family and other key institutions.

        Each culture consist of smaller subcultures that provides more specific identification and socialization for their remembers subcultures include nationalities, religions, recall groups, and socialization of their members subcultures include nationalities religions, recall groups, and geographic regions, when sub-cultures grow large and affluent enough companies often design specialized marketing programmes to serve them. Multicultural marketing grow out of car4eful marketing research which revealed that different ethnic demographic niches did not always response favourably to mass-market advertising, hence, its impact on buying behaviours.

        Religion is a sub-culture which is currently affecting production, distribution, marketing and selling of major products e.g alcoholic drinks and beverages in Nigeria products and services must be advertised either on the print or electronic media, but this exercises can end up as a noise, goose chase, if the source (actors and actresses)  parts being used are such that exposes their vital parts (bodies) during the course of carrying out the process.

1.2   STATEMENTS OF THE PROBLEMS

        The study of cultural effects on consumer buy behaviours has posed a lot of problems to manufactures marketers middlemen.

        At this junction, the following question call for study

i.            What effect culture has on consumers buying behaviour

ii.          How can this effect be addressed by marketers and business organisation

1.3   OBJECTIVES OF THE STUDY 

        The objective of this study is to ascertains how culture influence make the success of a business and how to make a better strategic plan and activities taking culture into consideration in the land

1.  To determine the promotional strategy that will best appeal to the prevailing culture in the land

2.  To determine how to place the consumer in a high state taking his/her environment into consideration

3.  To have a solid foundation in the environment making the consumers the centre of over culture.

1.4   RESERCH QUESTION

        i. How do consumer perceive advertisement that depicts nudity

ii. How does culture accommodate incentive from the negative side

iii. Does culture have any bearing on customer consumers response?

iv.         what will be consumer perception on the product/ services that is against their culture

1.5   HYPOTHESIS

        1. Ho: Culture has no relationship with the way customers make their purchasing decision

                Ho: Culture has a relationship with the way customer make their purchase

        2. Ho: Advertising campaign depicting nudity serve as a greater appeal to that target market

                Hi: Advertising campaign depicting nudity does not serve aw a greater appeal in the target market

1.6   SIGNIFICANCE OF THE STUDY

        This study is important because it will be an eye opener on the effect of culture on consumers buying behaviours because not much work has being done on the above topic the significance of the topic also intends to expose the relationship between culture and consumer buying behaviour it will further aim to examine the concept of culture and buying behaviour and it effects on consumers behaviour.

        Further more the study will also bring out the limitation of the subject matter or reserch topic and also prefer solution to this limitation on the subject matter

        Finally it will be a useful tool for policy makes, various available solution to the problem of culture and consumer buying behaviours it could also be a reference point for advertising agencies who need to improve on their services also tackle the challenges faced by consumers when trying to purchase a particular product

1.7   SCOPE OF STUDY

        This study is limited to knowing the way consumers behave and respond to products and services through the culture heritages that is prevalent in the environment it course both manufacturing organisation making organisation taking cognizance of both culture, sub-culture and cultural shift of the people via the effective manipulation on the controllable various less furthermore, the study built around the following.

i.            The study of culture as a fundamental marketing determinant of a person needs wants and behaviours.

ii.          The study of culture and sub-culture and their relationship

iii.        To make particular reference to the role of multicultural marketing

iv.         The determinations of how culture influence behaviours change between children

1.8   LIMITATION OF THE STUDY

        The problem of inversely, among respondents was very obvious during the administration of questionnaires. There were therefore prone to people who will real and interpret for them before they will be free to respond in a nutshell they would have been influenced by a third party.

        Also, some of the in providing appropriate answers to the drafted questionnaire.

        Most of the indigence and the residents of Asaba community refuse to deluge some sensitive information because their reaction shows that they don’t have knowledge of researcher which questionnaire is only an instrument.

1.10 OPERATIONAL DEFINITION OF TERMS 

Consumer: Consumer is an individual who purchase, or has the capacity to purchase goods and services offered for sale by marketing institution in order to satisfy personal or household needs, wants or desires.

Consumer behaviours: It is their process where by individual decide whether, what, when, where how and from whom to purchase gods and services.

It includes both the metal and physical activity. Necessary making decision in the market place. It has to do with how a person perceives himself and his interactions with his environment including interaction with busies firms,

Culture: It is the entire social heritages which includes knowledge, beliefs customer skill acquired by man in his environment.

Advertising:  Advertising is seen as any paid from or no –personal presentation and promotion of ideals, goods or services by and identified sponsor. 

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