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 290
- Downloads 15
CORPORATE SOCIAL RESPONSIBILITY (CSR) ACTIVITIES AND THE DEVELOPING NATIONS
This paper presents the CSR activities among developing nations. CSR practices have got more momentum among the Western countries. However, the developing nations use philanthropic and other charitable CSR activities...
Quality Research Supervisory Practices at a Distance: Exploring the Experiences of Zimbabwe Open University Postgraduate in Education Students
Quality research supervision is one of the main concerns among institutions and stakeholders today especially those involved in open and distance learning (ODL). This study examined the views of postgraduate students...
THE GLOBAL INTEGRATIVE MODEL OVERVIEW
Considering the latest evolutions in global economy and international financial system, it can be confirmed that trying to identify the global equilibrium particular mechanisms and trends, the direct or complementary...
THE IMPACT OF CRM CAPABILITY DIMENSIONS ON ORGANIZATIONAL PERFORMANCE
Customer relationship management is considered key to organizations' success in today's competitive environment. However, empirical evidence show mixed support to the impact of CRM initiatives on performance. Using th...
AFRICA’S RURAL COMMUNITIES AS KNOWLEDGE PROSPECTING DOMAINS FOR EMERGING eâ€BUSINESS MODELS
The research reported in this paper is a continuing exploration of the concept of Knowledge Prospect Domains (KPD). It is an attempt to discern its applicability to characterize African rural communit...