ABSTRACT
As seller are making efforts to understand the buying behavior of consumers, which will help
their business make more profit, increase market share and improve consumers shopping
experience, the study of the personal factor influence is important. The research seek to study the
personal factor influence on consumer buying behavior in Nigeria which comprised of three subfactors; Age, Occupation, Economic status as the independent variable which when satisfied
would lead to understanding consumer buying behavior. the objective of the research is to Study
the personal factors influencing consumer buying behavior specifically in purchasing products
and to provide insight into understanding the extent to which personal factors influence
consumer buying behavior. Relevant literature(s) were also used to establish opinions and
supporting works of several researches to the importance of the research. primary data were
collected through the use of structured questionnaires and data was analyzed using statistical
package for social science (SPSS). Other tools like frequencies, bar-charts and percentages were
used to analyze data. the results and findings as shown in the paper solved my research
questions completely, and accurately. the result showed that Age, economic status, the
combination of both and occupation and economic status had higher influence in consumer
buying behavior The specific aim of this research is to show the sellers what personal factors
influence buyers choice of goods, and this should make them know exactly what strategy to
follow, to satisfy consumers buying their product. The research was not a particularly easy
research, because if had a lot of stressful work of handing out questioners while trying to explain
vividly to each person how they should follow up in answering the questioners to make the
research more and more accurate.
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Table of Contents
ABSTRACT………………………………………………………………………………………………………………………. 5
CHAPTER 1……………………………………………………………………………………………………………………… 8
1.1. Background ………………………………………………………………………………………………………….. 8
1.2. Problem Statement……………………………………………………………………………………………….. 9
1.3. Research Questions …………………………………………………………………………………………….. 10
1.4. Hypotheses ………………………………………………………………………………………………………… 10
1.5. Objective of study ……………………………………………………………………………………………….. 11
1.6. Significance of study ……………………………………………………………………………………………. 11
1.7. Scope of the study ………………………………………………………………………………………………. 11
1.8. Limitations………………………………………………………………………………………………………….. 12
CHAPTER 2……………………………………………………………………………………………………………………. 13
Literature Review………………………………………………………………………………………………………….. 13
2.1. Introduction ……………………………………………………………………………………………………….. 13
2.2. Theoretical Framework (Who is a consumer?)………………………………………………………… 13
2.3. Conceptual Framework………………………………………………………………………………………… 22
CHAPTER 3……………………………………………………………………………………………………………………. 25
RESEARCH METHODS…………………………………………………………………………………………………….. 25
3.1. Introduction ……………………………………………………………………………………………………….. 25
3.2. Restatement of Research Question……………………………………………………………………….. 25
3.3. Restatement of Hypothesis ………………………………………………………………………………….. 25
3.4. Research Design (Quantitative research design)……………………………………………………… 26
3.5. Population and sampling method used………………………………………………………………….. 26
3.6. Budget……………………………………………………………………………………………………………….. 27
3.7. Definition of some terms……………………………………………………………………………………… 27
3.8. Restatement of Limitations ………………………………………………………………………………….. 27
CHAPTER 4……………………………………………………………………………………………………………………. 28
DATA PRESENTATION AND ANALYSIS………………………………………………………………………………. 28
4.1. SECTION A ………………………………………………………………………………………………………….. 28
Demographic profile of the respondents ……………………………………………………………………… 28
4.2. SECTION B ………………………………………………………………………………………………………….. 31
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TESTING OF HYPOTHESIS ……………………………………………………………………………………………. 31
CHAPTER 5……………………………………………………………………………………………………………………. 37
CONCLUSION AND RECOMMENDATION ………………………………………………………………………….. 37
5.1. SUMMARY………………………………………………………………………………………………………….. 37
5.2. CONCLUSION………………………………………………………………………………………………………. 37
5.3. RECOMMENDATION ……………………………………………………………………………………………. 38
5.4. FURTHER RESEARCH SUGGESTION ……………………………………………………………………….. 38
REFERENCE…………………………………………………………………………………………………………………… 39
APPENDIX…………………………………………………………………………………………………………………….. 40
QUESTIONAIRE …………………………………………………………………………………………………………. 40
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CHAPTER 1
1.1. Background
Consumer buying behavior refers to the buying habit of the final user of a product; organizations
in this present digital age are created for the purpose of satisfying the needs and wants of the
consumer. Business organizations have made the study of consumer buying behavior a priority in
order to get closer to the consumer to understand how and why they buy. There are many factors
that influence the buying behavior of the consumer. Understanding these factors would help
business organization record high profitability and more market share. With this kind of
information, organizations will know just how to reach their target consumers, and know exactly
where to find them.
Nigerian consumers who are purchasing products have disposed different purchasing habits.
While purchasing products, consumers consider different influential factors like quality, design
and features, technology, brand name, packaging, price. Until now, there is no organized way of
consumer behavioral studies in Nigeria because of lack of interest shown by the research
community in the country along with complex nature involved in this kind of research. Based on
this lack of information on Nigerian consumers and the factors influencing their buying behavior,
the researcher opted for this study to provide comprehensive information to the business
community of the country.
Factors which influence the buying behavior of consumers amongst others, are cultural, social,
personal and psychological (kotler, p, 1991). Also other factors that can influence buyer behavior
includes the marketing mix (4p’s). A consumer satisfaction is drawn from several attitude and
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characteristics, his or her perception about the brand quality is very important as it would create
trust in the mind of the buyer. Personal factors among others would be the main focus of my
study as it is more intrinsic to the consumer than other factors. As the demand for product
increase in Adamawa state, it is crucial to understand what drives these demands and why.
However, form my pre-interview carried out in the Jimeta involved a randomly selected business
men and women, there are no recent literatures or in-depth analysis available for the impact of
personal factor in consumer buying behavior. Therefore this research would help understand the
personal factors influencing Nigerian consumer buying behavior.
1.2. Problem Statement
There are no consumer behavior studies in Nigeria particularly in recent years (Koji, 2014). The
research has taken an initiative to study the personal factors that influence the Nigerian
consumers and to show their behavior while purchasing products by offering some predetermined factors. The research intends to find out what personal factors affect the buying
behavior of consumers. This being the statement of the problem indicates that there is little or no
right information accessible to sellers on the personal behavior of consumers in Adamawa state
when it comes to purchasing products. The reason this is a huge problem is that consumers
personal factors changes daily with different needs and want and therefore resulting to their
buying behavior. This will help owner mangers to understand the personal factors influence this
purchases in other to satisfy them. When the behavior of a consumer is studied, it makes the
study of what drives the consumer to purchase certain goods apparent.
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1.3. Research Questions
Does age affect your buying behavior ?
Does occupation affect buying behavior?
Does economic statues affect buying behavior?
Does age and occupation affect buying behavior?
Does age and economic statues affect buying behavior?
Does occupation and economic statues affect buying behavior?
1.4. Hypotheses
H1. Age is the most frequent influential factor on consumer buying behavior.
H2. Occupation is the most frequent influential factor on consumer buying behavior.
H3. Economic statues is the most frequent influential factor on consumer buying behavior.
H4. The combination of age and occupation is the most frequent influence on consumer buying
behavior.
H5. The combination of age and economic statues is the most frequent influence on consumer
behavior.
H6. The combination of occupation and economic statues is the most frequent influence on
consumer buying behavior.
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1.5. Objective of study
The major objective of this research is to:
Study the personal factors influencing consumer buying behavior specifically in
purchasing products.
To provide insight into understanding the extent to which personal factors influence
consumer buying behavior.
This paper will analyze the personal factors that influence final consumers because,
whatever affects the final consumer will also follow the chain of transfer of goods. This is
so because manufacturers cannot manufacture goods that do not meet the needs of the
final consumers. Due to this fact, manufacturers can upgrade. downgrade or even
completely overhaul the quality and nature of the goods they distribute to the market.
1.6. Significance of study
1) The research would seek to identify why the personal factors are relevant to making
consumer buying decisions.
2) The result of the research would help manufacturers know what kind of products to make
available to consumers
1.7. Scope of the study
The proposed research will focus on Jimeta in Adamawa State with 200 questionnaires. Besides
questionnaires, a face to face interview will be carried out to enable the research capture data
from individuals who are not literate enough to participate in the questionnaire that will be
produced. The mild interview will focus on their scale of preference when it comes to the
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personal factors that affect the decision on buying their desired products. The research will be
centered at market place, Plazas, eateries, and banks. The span of completion is for three months,
which will include collecting data, analyzing and coming up solutions to problems identified.
1.8. Limitations
1. The study is limited only to Jimeta in Adamawa state of the country: The study was only
taken in Adamawa state, so it does not have the information of this same research for the whole
country.
2. The study is limited to only the personal factors affecting consumer buying behavior ( AGE,
OCCUPATION AND ECONOMIC STATUS )
3. The study has very limited time for completion: Because the research is an extensive one that
requires a lot of moving around to collect data, more time would have entailed a better research
outcome.
4. Language barrier is one of the limitations to the study.
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