EFFECT OF DEMOGRAPHIC FACTORS ON IMPULSE BUYING BEHAVIOUR IN ILORIN, NIGERIA
Abstract:
Impulse buying behavior has received considerable attention from marketing practitioners and has been studied extensively from different dimensions. There is clear evidence that this behavior is common in modern Shopping Malls. This study investigated effect of demographic factors on impulse buying behavior in Ilorin, Nigeria.
The study adopted cross-sectional survey approach. Questionnaire was used to survey 406 respondents who were selected using mall interception convenient sampling. Data were collected in Shoprite Shopping Mall, Ilorin. PLS-SEM path model was employed to process the data. Six hypotheses were formulated in null form.
The result revealed that age, marital status, education, occupation and income have impact on consumers‟ impulse buying behavior. In addition, the results revealed that gender is not directly linked to impulsive buying behavior.
The study concluded that demographic factors (age, marital status, education, occupation and income) have significant effect on impulse buying behavior, while gender has no significant effect on impulse buying behavior.
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The study therefore recommended that manager of Shoprite Shopping Mall, Ilorin should develop marketing strategies such as Visual Display and Promotional Signage which convey positive messages. These ensured continuous patronage of consumers and boost their spending on impulse buying.
EFFECT OF DEMOGRAPHIC FACTORS ON IMPULSE BUYING BEHAVIOUR IN ILORIN, NIGERIA
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