EFFECT OF PSYCHOGRAPHIC VARIABLES ON CONSUMERS’ PREFERENCE FOR COSMETICS IN ABIA STATE, NIGERIA
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 5
Abstract
This research focused on analyzing the effects of psychographic factors on consumers’ preference for Cosmetics in Abia State of Nigeria. Factors examined are intrinsic and extrinsic factors which include Attitude, Lifestyle, Personality, Opinion, and Values. Through multistage and simple random sampling, the sample size of 500 was selected. Data were analyzed using Karl Pearson correlation coefficient model. Result shows that psychographic variables play essential role in consumers’ preference for cosmetics products. Most consumers prefer certain brands of cosmetics because they enhance their self-image, personality, values, and interest, probably because such products are cosmopolitan, sophisticated, and modern. The factors analyzed were all positive and significant in the study. The researcher then suggests that knowing consumers and considering their desires should be precise issues on marketing strategies. Therefore, there is need for organizations to first conduct extensive research in effectively understanding the preference behaviors of consumers. Such marketing research will go a long way in revealing the major psychographic and other variables that have greater and stronger effects on consumers’ preference for products.
Authors and Affiliations
AHAIWE| Michael Okpara University of Agriculture, Umudike E-mail:Trustedemma@yahoo.com, EMMANUEL ONYEDIKACHI| Michael Okpara University of Agriculture, Umudike E-mail:Trustedemma@yahoo.com, AGODI| Michael Okpara University of Agriculture, Umudike Email:Okeymargo@yahoo.com, JOY EBERECHUKWU| Michael Okpara University of Agriculture, Umudike Email:Okeymargo@yahoo.com
Keywords
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- EP ID EP10630
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