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
Related Articles
- EP ID EP10630
- DOI -
- Views 285
- Downloads 15
SMES, BUSINESS RISKS AND SUSTAINABILITY IN NIGERIA
Small and Medium Scale Enterprises (SMEs) are critical to the Economic Growth and Development of Nigeria. However, this can only be possible in a risk free operating environment. This study examines the relationship...
DEVELOPING THE MODEL OF CRM AND QFD IN THE BANKING INDUSTRY BY CUSTOMER PARTICIPATION IN SERVICE DELIVERY
Nowadays, organizations work based on network of relationships. From perspective of organizations, relationships provide a continual flow of profit and earnings in a long time, which lead to creating new business oppo...
ASSESSING LEARNING CONTROL OF ENGLISH HEDGES AMONG TERTIARY CANTONESE-SPEAKING EFL STUDENTS
This project was designed to try to investigate the difficulties EFL learners would have in learning to use hedging as a rhetorical device in academic writing. The participants were 136 native Cantonese-speaking EFL s...
THE IMPACT OF SELF MANAGEMENT ON SCHOOL
The research discussed the impacts of implantation of selfmanagement in education, through which the schools are working and taking decisions independently and relying on the local bodies for support and resources prov...
OBSERVATION OF DIFFERENTIAL TREATMENT OF OVC IN A SOCIOLOGICAL STROLL IN FAMILY UNITS OF PORO-KORHOGO REGION (IVORY COAST)
This paper analyzes some social operators who argue for the production of differential treatment of OVC in their respective families. Specifically, the article highlights the social resources that accompany and legiti...