EFFECT OF DEMOGRAPHIC CHARACTERISTICS ON CONSUMER IMPULSE BUYING AMONG CONSUMERS OF CALABAR MUNICIPALITY, CROSS RIVER STATE

Apply

EFFECT OF DEMOGRAPHIC CHARACTERISTICS ON CONSUMER IMPULSE BUYING AMONG CONSUMERS OF CALABAR MUNICIPALITY, CROSS RIVER STATE

Journal Title: Academic Research International - Year 2012, Vol 3, Issue 2

Abstract

The study examined the effect of consumers’ demographic characteristics on impulse buying. Data were obtained through the administration of 400 copies of questionnaire to consumers in market places, supermarkets and high traffic points across Calabar Metropolis using accidental sampling technique. The multiple regression results revealed that 88% of impulse buying was accounted for by the combination of consumers’ demographic characteristics. The ANOVA result indicated that consumers’ demographic characteristic had significant influence on impulse buying (F- ratio 4, 395 = 754.033, p<0.01). The strength of the predictor variables revealed that though education was insignificant, but it exerted the most influence on impulse buying among consumers. The independent samples test result revealed that impulse buying differed significantly between male and female shoppers/consumers (p<0.01), with the phenomenon more common among female shoppers due to their likeness and spontaneous attraction to fanciful products, while the Pearson’s correlation result further showed that age of consumers and impulse buying were significantly and inversely related (p<0.01). The study therefore suggested that consumers should order their priorities and always scale off their preferences when making product purchases to avoid buying unplanned products

Authors and Affiliations

A. Ekeng, F. Lifu*, F. Asinya

Keywords

age Income Education gender Impulse Buying Multiple Regression analysis Pearson’s correlation Independent Samples Test

EP ID EP125162
DOI -
Views 120
Downloads 0