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ATTITUDE OF FEMALE LECTURERS TOWARDS DETERMINANT OF IMPULSE BUYING IN TERTIARY INSTITUTIONS

ATTITUDE OF FEMALE LECTURERS TOWARDS DETERMINANT OF IMPULSE BUYING IN TERTIARY INSTITUTIONS

ABSTRACT
The study was carried out in six Universities in the North East Nigeria. The study was a
descriptive survey design and involved a population of 218 female lecturers drawn from
six Universities in the North East Nigeria. No sample was drawn for the study as the entire
population of 218 was surveyed. The instrument for data collection was face validated by
three experts, two from the department of vocational teacher education, University of
Nigeria Nsukka and one from the department of technology education Abubakar Tafawa
Balewa University Bauchi. The instrument was tested for reliability using the Cronbach
Alpha formula and obtained a coefficient of 0.82, 0.81,0.81,0.80,0.81 and 0.82 with the
overall reliability coefficient of 0.89. The research questions were answered using Mean
while the Null hypotheses were tested using t-test and ANOVA at 0.05 level of
significance. The major findings were that low price goods, small size goods, colourful
goods, low weight goods, portable goods and branded goods constitute to a high extent,
determinants of female lecturers’ impulse buying. It was therefore recommended, among others, that retailers should utilize the findings of the study to develop better strategies to attract significant share of consumers’ impulse purchases. It was also recommended that advertising agents or practitioners should utilize the findings of this study as the focal point in both advertising campaign and production of advertisement materials. Furthermore, it was recommended that impulse buying should be regarded as a recognized marketing concept and normal buying behaviour widely practiced world wide.

ATTITUDE OF FEMALE LECTURERS TOWARDS DETERMINANT OF IMPULSE BUYING IN TERTIARY INSTITUTIONS

CHAPTER ONE
INTRODUCTION
Background of the Study
Impulse buying is a habit which every consumer often displays in his or her daily
buying experiences. Although, Consumers hesitate to associate with impulse buying
attitude, they hardly adhere strictly to the original buying plan which had earlier been
articulated before visiting the retail stores, and this reflects impulse buying habit. Engel
and Blackwell (2002) described impulse buying as a buying action undertaken without a
careful buying plan previously having been articulated or formed prior to entering the
retail store. Also, Bateman and Holmes (2005) defined impulse buying as a sudden strong
wish or need to buy something without thinking about it carefully. In the same vein,
Phillips and Bradshaw (2002) affirmed that impulse buying is a sudden strong wish or

need to buy something without planning or thinking about it carefully or comparing such
goods with similar or related goods with a view to making a better purchasing choice.
Impulse buying also paints a scenario which de-emphasizes the fixed plan of items
to be purchased prior to visiting the retail store on the argument that store environment
could provide a better purchase stimulation. Cobb and Hoyer (2006) affirmed this
assertion by positing that shopping is much easier with products highly visible and store
environment acting as prompt lists, allowing consumers to defer decision making until
they are in-store. Also, Dittmer (2008) noted that consumers’ intent to purchase is far from
fixed and can continue to be modified right up to the point of purchase. Douglas and
Isherwood (2008) supported the above idea by stating that consumers need not have a
fixed or permanent plan of buying action prior to visiting the retail store because store
environment always provides a better buying stimulation on account of the presence of large varieties of highly visible products displayed and competing for attention of
consumers who visit the retail store. Therefore impulse buying in the context of this
research is a sudden strong wish or need to buy something without careful planning or
without adhering strictly to the original buying plan which had earlier been articulated
before visiting the retail stores.

Buying habit involves the planning and articulation of the goods to be purchased
before visiting the retail store, however, the prevalent practices of impulse buying is a
buying habit which consumers often display due to the influence of in-store-stimuli. Philip
and Duncan (2008) distinguished four types of impulse buying habit as follows: pure
impulse buying, reminder impulse buying, suggestion impulse buying and expected
impulse buying. Pure impulse buying is the type of impulse buying which lacks any
element of cautious and considered approach to a purchase. Pure impulse buying exposes
the consumer or shopper to a feeling of overwhelming force from the products to be
purchased and also a feeling of having to buy the product-immediately thereby ignoring
any negative consequences from the purchase.

ATTITUDE OF FEMALE LECTURERS TOWARDS DETERMINANT OF IMPULSE BUYING IN TERTIARY INSTITUTIONS

How to get complete project materials


Step 1: make payment of N2,000 to the below bank details


NAME:                       TITUS AYANI SOLA
BANK:                       FIRST BANK PLC
ACCT NO:                  3111741042
ACCOUNT TYPE:       SAVINGS
AMOUNT:                  N2000

STEP 2: AFTER PAYMENT SEND THE PROJECT TOPIC AND YOUR EMAIL ADDRESS TO 08063666753

Updated: September 21, 2018 — 5:02 pm

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