EFFECT OF DEMOGRAPHIC FACTORS ON IMPULSE BUYING BEHAVIOUR IN ILORIN, NIGERIA
EFFECT OF DEMOGRAPHIC FACTORS ON IMPULSE BUYING BEHAVIOUR IN ILORIN, NIGERIA
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Date
2018-09
Authors
HAMMED, Sarafa Olalekan
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Abstract
Impulse buying behaviour has received considerable attention from marketing practitioners and has been studied extensively from different dimensions. There is clear evidence that this behaviour is common in modern Shopping Malls. This study investigated effect of demographic factors on impulse buying behaviour in Ilorin, Nigeria. The study adopted cross-sectional survey approach. Questionnaire was used to survey 406 respondents who were selected using mall interception convenient sampling. Data were collected in Shoprite Shopping Mall, Ilorin. PLS-SEM path model was employed to process the data. Six hypotheses were formulated in null form.The result revealed that age, marital status, education, occupation and income have impact on consumers‟ impulse buying behaviour. In addition, the results revealed that gender is not directly linked to impulsive buying behaviour. The study concluded that demographic factors (age, marital status, education, occupation and income) have significant effect on impulse buying behaviour, whilegender hasno significant effect on impulse buying behaviour. The study therefore recommended that manager of Shoprite Shopping Mall, Ilorin shoulddevelop marketing strategies such as Visual Display and Promotional Signage which convey positive messages. These ensured continuous patronage of consumers and boost their spending on impulse buying.
Description
A THESIS SUBMITTED TO THE SCHOOL OF POSTGRADUATE
STUDIES, AHMADU BELLO UNIVERSITY ZARIA, IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF MASTER OF SCIENCE (M.Sc.) DEGREE IN BUSINESS ADMINISTRATION
DEPARTMENT OF BUSINESS ADMINISTRATION,
AHMADU BELLO UNIVERSITY,
ZARIA, NIGERIA
Keywords
EFFECT,, DEMOGRAPHIC,, IMPULSE BUYING BEHAVIOUR,, ILORIN,, NIGERIA