This study investigated the factors influencing consumer buying behavior on house hold products in Nigeria. Components of the investigations were the influence of personality and knowledge of consumers’ on their acquisition of the household items, effect of the influence of family financial status, and the influence of family pressure and environment of the respondents on their acquisition of household products. The objective of this study is to find out the factors influencing consumer buying behavior on house hold products in Nigeria. This piece of work is of a great interest to the researcher because the researcher is a consumer of household products and is from Nigeria. The study will serve as a guide to consumers of household equipment, helping them to work with their budget plan. In order to achieve the objectives of this study exposit factor research design was used.
of the Study
Consumer behavior is a young
discipline; the earlier books were written in 1960’s however, its intellectual
forefathers are much older. Understanding of consumers is the consumption
process provides a number of benefits. These benefits include assisting the
manager in decision making and providing the marketing research with a
theoretical base from which to analyses consumers in making better purchase
The study of consumer can help to
understand more about psychological, sociological and economics factors that
influence human behavior. A general knowledge of consumer behaviors also has
personal value. It can help people to become better consumers by informing them
of the way in which they and others go about their consumption activities. In
addition it can assist consumers in the buying process by informing them about
some of the strategies used by companies to market their products (Foxall &
The field of consumer behavior explores
why people make certain purchasing decisions, what products and services they
buy, where they buy them, how they use them, the frequency with which they
purchase them, and the consumer decision process in action. In this context,
consumer behavior has been defined as the activities of people engaged in
actual or potential use of market items-whether products, services, retail
environment, or ideas (Berkman & Gilson, 2008).
One of the important means of
dissemination for information is word of mouth. Word of mouth both negative and
positive can have a profound impact on consumer behavior. If utilized
correctly, it can go a long way to promote products or service and build a
perception created through this method can persist for a long time and adversely
effect to the marketing. Therefore the effect of word of mouth can be harsh as
well as beneficial. Word-of-Mouth Marketing progress align advertising campaign
messaging and product releases with local market influencers, Trendsetters, and
Tastemakers to craft mass opinion and purchase behavior.
Effective word of mouth marketing
campaign connects with Influencers and Trendsetters who initiate consumer
trends (e.g. Fashion trend, automobile purchase trends, consumer product
trends, entertainment trends, and beverage consumption trends) that are
followed by mainstream consumption trends) that are followed by mainstream
consumers. Consumers value word-of-mouth twice as much as they value
advertising. In a world in which we all are bombarded with advertising all day
(and all night), what is the first thing we usually do to learn more about a
business, a restaurant for example? We try to find someone we know who has been
there, or someone who knows someone who’s been there. It’s true. Word of mouth
does have more credibility than advertisers can even imagine, much less conjure
up. And yet word of mouth suffers from the same virtue that makes it so strong.
It is personal and therefore, limited in its reach. For companies to attain
commercial success, it is important that managers understand consumer behaviour.
The relationship between consumer behaviour and marketing strategy is
emphasised because the success of companies’ marketing strategies depends upon
managers’ understandings of consumer behaviour (understanding of consumer
behaviour is especially important during a recession – see Kotler and Caslione
(2009). Consumer buying decisions indicate how well the company’s marketing
strategy fits market demand. Thus, marketing begins and ends with the consumer.
The study of customer behaviour is
based on consumer buying behaviour, with the customer playing three distinct
roles: user, payer and buyer. Research has shown that consumer behaviour is
difficult to predict, even for experts in the field (Armstrong & Scott, 1991).
Consumer behaviour involves the psychological processes that consumers go
through in recognising their needs, finding ways to solve these needs, making
purchase decisions (e.g., whether to purchase a product and, if so, which
brand and where), interpret information, make plans, and implement these plans
(e.g., by engaging in comparison shopping or actually purchasing a product).
Consumer buying behavior refers to
the selection, purchase and consumption of goods and services for the
satisfaction of their wants. There are different processes involved in the
consumer behavior. Many factors, specificities and characteristics influence
the individual in what he is and the consumer in his decision making process,
shopping habits, purchasing behavior, the brands he buys or the retailers he
goes. A purchase decision is the result of each and every one of these factors.
Initially the consumer tries to find what commodities he would like to consume,
then he selects only those commodities that promise greater utility.
After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly,
the consumer analyzes the prevailing prices of commodities and takes the
decision about the commodities he should consume. Meanwhile, there are various
other factors influencing the purchases of consumer such as social, cultural,
economic, personal and psychological. Consumer behaviour research attempts to
understand the buyer decision-making process, both individually and
collectively. It studies individual consumer characteristics such as
demographics and behavioural variables in an attempt to understand people’s
wants. Consumer behaviour research allows for improved understanding and
forecasting concerning not only the subject of purchases but also purchasing
motives and purchasing frequency (Schiffman & Kanuk, 2007).