TABLE OF CONTENTS.
CHAPTER ONE
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
1.2 STATEMENT OF PROBLEM
1.3 AIMS
AND OBJECTIVE OF THE STUDY
1.3 SIGNIFICANCE OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 LIMITATION AND CONSTRAINT OF THE
STUDY
CHAPTER TWO
LITERATURE REVIEW
2.1 WHAT IS CULTURE
2.4 CULTURE AND LANGUAGE
2.5 TRADITIONAL ACHIEVING AND AFFLUENT
CULTURE
2.6 CULTURE TRENDS
2.7 TYPE OF CONSUMER BUYING
BEHAVIOUR
2.8
CULTURAL INFLUENCE ON CONSUMER BUYING
BEHAVIOUR
2.9 FORMULATION OF HYPOTHESIS
CHAPTER THREE
3.0 RESEARCH
METHODOLOGY
3.1 RESEARCH DESIGN
3.2 POPULATION AND SAMPLES SIZE
3.3 METHOD OF DATA COLLECTION
3.4 ADMINISTRATION OF INSTRUMENTS
3.5 METHOD OF DATA PRESENTATION AND ANALYSIS
QUESTIONNAIRES
CHAPTER
FOUR
DATA PRESENTATION AND ANALYSIS
4.1 BRIEF HISTORY OF THE CASE
STUDY.
4.2 DATA PRESENTATION AND ANALYSIS
4.4 RESULT FINDINGS
CHAPTER FIVE
SUMMARY,
CONCLUSION AND RECOMMENDATIONS.
5.1
SUMMARY OF FINDINGS.
5.2 CONCLUSION
5.3 RECOMMENDATION
REFERENCES
CHAPTER ONE
INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
The
aims of producer or marketer is to maximize profit, attain reasonable growth
have more market share and to be compete favourable with competition in the
market
The
above mentioned object can be achieved when there is acceptability as a product
or service they render or offer by the producer. Therefore, when production is
about two take off the target market must be put into consideration
despite
the modern life that we are used to today, consumer still element of culture
such as more, convention and custom have significant influence on the consumers
behaviours towards or against a particular product in order to ensure the
smooth running of production, culture is worth of study for the market in order
to developed appropriate product that will mach the cultural background of the
target market.
Every
producer must adopt the concept of marketing which holds that key to achieving
goals consist needs and more effectively and efficiently than the competitors.
A
consumer culture determined the overall properties he pr she attached to
different product or service. It also determined the success or failure of
specific product and service. A product that provides a consistent with those
desires by member of a culture and any point in time has a better chance of
attaining acceptance in the market place.
However
people of Nigeria still prefers foreign textile to Nigeria made can one say
that the culture of Nigeria takes to consideration in foreign textile industry
or Nigeria textile industry failed in identification of Nigeria culture.
The
pilot study revealed that people prefer to use other cloths rather than Aso-oke
for marriage chieftaincies and other important events.
The
belief is matter in this study and culture and belief are group together.
It
is a belief of people that foreign goods better than home made goods? Or the
impact of promotion that change the real belief of the people in Nigeria.
For
one many want to know that.
1.2 STATEMENT OF PROBLEM
The
following statement of problem shall be looked into since it is realize that
culture has a significance influence upon consumer buying behavour, the concern
is what could be affected of the culture upon the sale of a product
Also,
to what extent can culture affect the sale of any product?
What
are the marketing strategies to be put in place to match the culture of a
particular target market and what are the expectations of marketing executive
toward culture of a particular market? The fact that culture play crucial role
in influence the consumer buying behaviour cannot be ignore, consumer chose
goods that is in line with their
culture.
Therefore,
the producer should analysis the culture of their market environment to know
what to be produced to suit their culture setting.
This
research work will enable producer of Aso-oke or Aso-ofi” to knowhow to
manipulate his or her strategy to segment it market based on their cultural
setting the question that come to mind are.
How
does culture influence buying behavior?
Is
there any influence group that dictates what to buy?
Does
the product relate to the segment of the market?
Does
the producer know the sub-culture that exists with in the culture?
Does
the producer knows or discovered the social class in which its target belongs
to?
1.3 AIMS
AND OBJECTIVE OF THE STUDY
The
aims and objective of the study are:
-to
examine the influence of culture or people (philological condition) on buying
behavior.
-
To examine the extant to which culture affects the sales system on individual
in a given society.
-
to examine all other factor that determines individual or consumers buying
behavior.
-
Culture may not affect many consumers in marketing buying decision because of
today modern development.
-
Consumer irrespective of their culture would bargain the price of their product
the same way.
-
Consumer may less attention to price bargaining because of the way they are
conversant with the price.
Therefore,
there is no need to understand the way in which culture influence people in the
buying pattern in the area of pricing.
Basically,
the study will examine the three basic cultures in Nigeria.
1.4 SIGNIFICANCE OF THE STUDY
The
study would be of great use and importance to many people the importance would
include the following
This
research work will be useful to heritage centre where series of traditional
cloths i.e “Aso-oke or aso-ofi” made as case study of the research.
The
research will also be a useful material to entire industries that are engage in
production of traditional cloths i.e. “Aso-oke or Aso-ofi”
The
research work will not be only useful to the industry but also to many
marketers who might be interesting in carrying out the research in the similar
area.
The
research work will not be only useful to the industries.
The
research will assist entire society in identify the impact of culture on
consumer buying behavior.
It
is also significant to the researcher because it is required as partial
fulfillment for the word of the higher national diploma in marketing.
It
also exposes the research and widening my knowledge about the influence of
culture towards a particular product.
1. Significance
to government: a government governs the state for the people as representative
of the people as an indirect way buy the people for the welfare of the society.
A government becomes autonomous once elected to power
2. significance
to industry: agricultural and food production is an important economic
contributor to the British Columbia economic there are very many people in
British Columbia involved in producing food and –food for people who live have
and in other parts of the world.
3. there
are a lot of people besides farmer who
works in British Columbia who are involved in the food industry truckers,
requirement dealers machinery manufacture scientist, carton /package supplies
restaurant workers, food store worker and money other these people are all
around you.
4. Significance
to research: the development of researcher it encourages the researcher to know
more about some other thing he/she has knowledge or experience about it add
more skills to the researcher.
5. significance
to market: owing a successful business is a difficult dream to realize for most
business
Entrepreneurs. One need to acquire
talent and master numerous disciplines in order to makes a profitability and
reputable business.
There
are quit a few people who have a natural fair for
Commercial,
but most of us seek a way to simply lean how to become proficient in business.
The first thing to considered is the money sub-streams in business such as
marketing, sales, people management, planning, financial management, customer
and diet relationship management.
1.5 SCOPE OF THE STUDY
Although
consumer’s wants and desire are many and they tend to accept the product that
will satisfy their needs, cultural influence play major role on buying behavior
of consumers on Nigeria made goods.
Scope
simply means the area of coverage of a particular field at study.
CONCEPTUAL SCOPE
This
research cover mainly the influence of culture on consumer buying habit, the
impact and effect of culture on consumer behavior in their buying decision
GEOGRAPHICAL SCOPE
The
study was limited to consumer of Aso-Oke” product in Ilorin metropolis being
the area of focus.
INDUSTRIAL SCOPE
The
industrial scope based on Aso-Oke industry the local textile industry that is
producing Aso-oke or Aso-ofi.
TIME
SCOPE
The
time scope of the study covers three years back i.e. 2007-2009. All data
collected are use in this study were limited to years between 2009-2010-2011.
1.6 LIMITATION AND CONSTRAINT OF THE
STUDY
The
non-challant attitude of some of the people target from whom dependable data
could be generated is a major problem that constraints this project.
This
project involved huge amount of money to go round different people of the
diverse culture for data collection and unavailable of require materials of
this project work are serious factor that limited the scope of this research.
However,
another serious problems encountered was that of language barrier. Nigeria as a
country is a multi-language, country in which people of different culture speak
different language and this discourages effective communication with the same
of the people.
Another
problem encountered in the constraints, there is no enough time to visit area
of diverse cultural background where relevant data can be gathered.
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