Tag Archives: Buying Behaviour

The Influence of Cultural Factors on Consumer Buying Behaviour (A Case Study of Pork) (Published)

Cultural factors are examined to see how they affect the purchase of pork in Nigeria. Data for the study are obtained through structured questionnaire administered by the researcher and some research assistants. A total of 82 questionnaires are administered out of which 70 are duly filled and returned. Tools used for statistical analysis include Statistical Package for Social Sciences. SPSS 17, Microsoft Excel (2015), Multiple Regression Analysis and Relative Important Index (RII). Findings reveal that cultural variables exert significant influences on the purchase and consumption of pork. The study also found that aside from the cultural factors, age and income also affect the quantity of pork purchased and consumed. Based on these findings the study concludes that cultural factors, age and income influence the quantity of pork purchased and consumed. The study then recommends that these factors should not be taken for granted; rather they should be identified and studied since purchase and consumption of pork are based on them.

Keywords: Age, Buying Behaviour, Cultural Factors, Income, Pork

The Influence of Celebrity Endorsement on the Buying Behaviour of the Ghanaian Youth: A Study of Fan Milk Ghana Ads (Published)

The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industry. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. The object of this paper therefore is to explore the impact of celebrity endorsements on the buying behaviour of the Ghanaian youth. The paper begins with a review of existing literature on celebrity endorsements, which provides in-depth insight into the topic and clarifies many important aspects related to the subject. A qualitative enquiry approach was adopted to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. Data was collected with a structured questionnaire and analysed using the data analysis using frequency tables, charts, and chi-square analysis. It was proven revealed that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. The results of the study also indicate that celebrity endorsements positively impact the purchase intention of the Ghanaian youth.

Keywords: Buying Behaviour, Celebrity endorsement, Chi-Square, Fan Milk, Ghanaian youth

The Influence of Celebrity Endorsement on the Buying Behaviour of the Ghanaian Youth: A Study of Fan Milk Ghana Ads (Published)

The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industry. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. The object of this paper therefore is to explore the impact of celebrity endorsements on the buying behaviour of the Ghanaian youth. The paper begins with a review of existing literature on celebrity endorsements, which provides in-depth insight into the topic and clarifies many important aspects related to the subject. A qualitative enquiry approach was adopted to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. Data was collected with a structured questionnaire and analysed using the data analysis using frequency tables, charts, and chi-square analysis. It was proven revealed that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. The results of the study also indicate that celebrity endorsements positively impact the purchase intention of the Ghanaian youth.

Keywords: Buying Behaviour, Celebrity endorsement, Chi-Square, Fan Milk, Ghanaian youth

PRODUCT LIFE CYCLE MANAGEMENT IN THE NIGERIAN CAPITAL GOODS INDUSTRY (Published)

Authorities and specialists in marketing and product management have submitted variously on the theme of the study, Product Life Cycle (PLC). This, the researcher builds on so as to add to the body of knowledge by investigating problems such as low sales, consumer dissonance, early product withdrawal, and others, which all culminate into financial losses for organizations within the capital goods manufacturing/assemblage and sales segment of the Nigerian manufacturing industry. The study provides up to date information on the life cycle trends of capital goods, which will help in their manufacturing and stock holding decisions. Also, a construct depicting the relationship between Sales and PLC with reference to capital goods was developed. The data for this study was collected from both primary (four companies) and secondary sources. Questionnaire was adopted as a data collection instrument. The data was analysed using both descriptive and inferential statistics. Amongst other recommendations, the study recommended that Management of Product Life cycle should be taken into consideration in new product design and prototyping. This is essentially due to the influence of frequent foreign innovations that constantly render recent products obsolete.

Keywords: Buying Behaviour, Capital Goods, Competition, Product Life Cycle, Sales