An Assessment Factors Influencing Consumption Choices
Journal Title: Saudi Journal of Humanities and Social Sciences - Year 2018, Vol 3, Issue 5
Abstract
Abstract:The study is centred on understanding the underlining factors influencing consumer’s choice in purchasing patterns. Contemporary consumers are believed to reflect elements of rationality and irrationality in their consumption preferences. So the study assessed the choice motives which prompt the patronage of some selected household items amongst university students. These items are phones, laptops and consumables. The students were randomly selected on gender basis. Assessed factors include peer influence, trends, affordability, advertorials, needs, lifestyle, health, religion, income and product packaging. Findings revealed that the influence of rationality and irrationality are inherent in consumer behaviours, but personal interest of consumers at a particular point in time takes precedence. Keywords:consumer’s choice, irrationality, lifestyle, health.
Authors and Affiliations
SiyanbolaAfeez Babatunde, Ganiyu, Sulayman Olubunmi
Keywords
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