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ABSTRACT
This study seeks to analyze consumer behaviour variables in the attainment of corporate goals. The survey research design was adopted.. The population of the study was made up of the entire staff of selected brewery firms in Port Harcourt, Rivers State including Pabod Breweries and Nigerian Bottling Company which is unknown. The sample size for this study is 100. The simple percentage was used to analyse the response. The Chi-Square statistical techniques were used to test the hypothesis. Findings reveal that there is a significant relationship between consumer behavior variables and the attainment of corporate goals. Based on the findings of the study, we recommendations that there should be an integrated package of marketing mix offer for each of an organization’s target market, businesses organizations should identify target market and design appropriate marketing programme that will best provide want satisfying products, consumers should be placed under close checks or surveillance in which case worthwhile information about their internal and external environmental variables such as perception, custom, religion, social class and reference group are fully identified and more than the intrinsic or objective, characteristics of a product is how the market receives and perceive it.
TABLE OF CONTENTS
TITLE PAGE i
DECLARATION ii
CERTIFICATION iii
DEDICATION iv
ACKNOWLEDGEMENTS v
ABSTRACT vi
TABLE OF CONTENTS vii
CHAPTER ONE 1
INTRODUCTION 1
1.1 BACKGROUND OF THE STUDY 1
1.2 STATEMENT OF PROBLEM 4
1.3 OBJECTIVES OF THE STUDY 5
1.4 RESEARCH QUESTION 5
1.5 RESEARCH HYPOTHESIS 6
1.6 SIGNIFICANCE OF THE STUDY 6
1.7 SCOPE OF THE STUDY 6
1.8 LIMITATIONS OF THE STUDY 7
1.9 DEFINITION OF TERMS 7
CHAPTER TWO 9
REVIEW OF RELATED LITERATURE 9
2.1 CONCEPTUAL FRAMEWORK 9
2.1.1 CONSUMER BEHAVIOUR IS AN ASPECT OF HUMAN BEHAVIOUR 10
2.1.2 IMPORTANCE OF CONSUMER BEHAVIOR 13
2.1.3 TYPES OF CONSUMER 15
2.1.4 DIMENSIONS OF CONSUMER BEHAVIOUR 16
2.1.5 PERCEPTIVE OF CONSUMER BEHAVIOR 19
2.1.6 CONSUMER BUYING DECISION 22
2.1.6 STAGES IN CONSUMER BUYING PROCESS 24
2.1.7 CORPORATE GOAL 26
2.1.8 MEASURES OF CORPORATE GOALS 27
2.2 THEORETICAL FRAMEWORK 29
2.2.1 THE UTILITY DEMAND THEORY 29
2.2.2 SOCIAL JUDGMENT THEORY 29
2.3 REVIEW OF EMPIRICAL STUDIES 30
2.4 SUMMARY OF LITERATURE 36
CHAPTER THREE 37
RESEARCH METHODOLOGY 37
3.2 RESEARCH DESIGN 37
3.4 SAMPLING TECHNIQUES USED 38
3.5 SAMPLE SIZE 38
3.6 SOURCE OF DATA 38
3.7 RESEARCH INSTRUMENT 39
CHAPTER FOUR 41
DATA PRESENTATION AND ANALYSIS 41
4.1 QUESTIONNAIRE ADMINISTRATION AND RETRIEVAL 41
4.2 DATA ANALYSIS 42
4.3 HYPOTHESIS TESTING 47
4.4 DISCUSSION OF FINDINGS 50
CHAPTER FIVE 53
SUMMARY, CONCLUSION AND RECOMMENDATION 53
5.1 SUMMARY 53
5.2 CONCLUSION 53
5.3 RECOMMENDATIONS 54
REFERENCE 55
Appendix I 57
APPENDIX II 58
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Consumer behavior is an aspect of human behavior. Human behavior is considered to be a total process where an individual interact with his environment.
Consumer behavior deals with two individual purchase goods and services from marketing firm. It relate to buying habit or patterns of behavior of consuming public either in general, single or in specific group.
According to Walter and Paul (1965) in Nwachuku (2014) defined consumer behavior as the process whereby individual decide whether, what, when, where, how and from whom to purchase goods and services.
Okey .G. Orji (2016) defined consumer behavior as those problem solving activities undertaken by the consumer with a view to reducing purchase related risks while enhancing satisfaction by buying the right goods and services.
There are different processes involved in the consumer behavior. Initially the consumer finds what he would like to consume then select the commodities that promise greater utility. Several factors influence consumer behavior, it is important that marketers must have relative knowledge about consumer behavior. After understanding human needs and wants with the desire to fulfill these needs. Another general phenomenon to be understood is the consumer behavior in the process of buying. Various factors influences consu8mer in his purchase decision base on; economics, psychological, cultural, sociological personal etc.
Kotler (2000) in general an individual buying choice are influence by sight of the product of be purchase, belief and attitude.
The consumer is a broad label for any individual that uses goods and services generated within the economy. Arnold (1978) the concept of consumer occurs in different context so that the usage and significance of the term may vary. The consumer behavior is an important factor to indicate the decision making process in buying goods for the organization.
Arnold (1982) the buying behavior also influence by internal and external factors. The internal factors comprises of perception, resources, knowledge, attitude, personality, values and life style.
Engel Blackwell and Minard (1995) the external facto comprise of cultural, economic, psychological, sociological etc. social class, reference group and situation also determine the decision process.
Arnold (1982) the success of any marketing programme depends on the ability of the marketers to identify and satisfies the need of actual and potential consumers. The consumer is a very complex being therefore is not always easy to predict his behavior in some given situation.
This study attempt to fill in the gap with the main objective of investigating the analysis of consumer behavior, variables in the attainment of corporate goals. It focuses on understanding that aspect of consumer behavior which the marketer should carefully take in other to attain corporate goals.
The study is based on postulate of rationality it means that consumers are very rational and consider cost benefits. The consumer is assumed to choose among the available alternatives in such a manner that the satisfaction derived from consuming goods and services is as large as possible. This implies that the consumer is aware of the alternative and is capable of evaluating them. All information pertaining to the satisfaction that consumer derives from various quantities of commodities is contain in his utility function which shows the functional relationship between the level of satisfaction they consume.
The consumer is the central focus of every marketing activity. It stands to reason that marketers must appreciate the importance of consumer behavior which will enables him to reasonably predict the consumer purchase pattern.
Subsequently make profitable marketing decision and answer such question as;
Who are the consumers?
Where do they live?
What product and brand do they prefer and buy?
What is an idea brand of them?
How often do they buy?
How do they react to price changes? etc.
The marketer in answer question such as above and many more would be learning the importance of the consumer and his purchase behavior patterns. An in-depth understanding if the present and potential consumers and his behavior are essential.
1.2 STATEMENT OF PROBLEM
The variable that are used in consumer behavior are numerous, they include; cultural, sociological psychological, demographic etc. these variables affect business organization in achieving their objectives. Marketers need to have a deep knowledge of to it consumer. Reverse has been the case over the years thereby leading to ineffective marketing in an organization. This study provides a platform for analyzing these variables of consumer behavior so as to know how each will help in the attainment of corporate goals.
1.3 OBJECTIVES OF THE STUDY
The main objective of the study is to examine the relationship between consumer behavior variables and essential attainment of corporate goals. The specific objectives are as follows;
i. To understand demographic factors and their contribution towards the attainment of corporate goals.
ii. To examine the relationship between the cultural factor and the attainment of corporate goals.
iii. To find out the extent to which the social factor relate with the attainment of corporate goals.
1.4 RESEARCH QUESTION
i. Does demographic factor contribute towards the attainment of corporate goals?
ii. To what extent do cultural factor and the attainment of corporate goals relates?
iii. What is the extent to which the social factor relates with the attainment of corporate goals?
1.5 RESEARCH HYPOTHESIS
HO1: There is no significant relationship between demographic factors and the attainment of corporate goals.
HO2: There is no significant relationship between cultural factors and the attainment of corporate goals.
HO3: There is no significant relationship between social factors and the attainment of corporate goals.
1.6 SIGNIFICANCE OF THE STUDY
The study is focused on gaining a detail insight on analysis of consumer behavior variable in the attainment of corporate goals.
This research project paper will be beneficial to those who have quest for more knowledge and the society. It will also serve as a guard for student who is researching on analysis of consumer behavior. There it will serve as a guard to marketers, companied and distributors etc.
1.7 SCOPE OF THE STUDY
The scope will be limited to the variables of consumer behavior which affect the attainment of corporate goals. It also covers a wider area of identifying the consumer behavior and step for the attainment of corporate goals. The study limits scope to some selected manufacturing companies in Port Harcourt, Rivers State. With reference to Pabod Breweries and Nigerian Bottling Company.
1.8 LIMITATIONS OF THE STUDY
For any research work to be meaningful one must encounter some problem in the course of carrying out the research under study. Among these constraint is: The time frame which this research was expected to be completed was too short.
Secondly, the cost in carrying out this research work act as a barriers as I was not financially buoyant to be carry out all investigation.
Finally, assembling the relevant materials needed this work was a problem. It is difficult due to the fact that some of material are not available.
1.9 DEFINITION OF TERMS
Consumer:- As consume is the ultimate user of a product and service.
Consumer Behavior:- This refers to a process where an individual decide whether, what, when, where, how and from whom to purchase goods and services.
Variables:- Is a characteristics, number or quantity that increases or decreases overtime or take different values in different situation.
Attainment:- Is that fact of achieving a goal towards which one has work.
Corporate:- This refers to characteristics of individual acting together or a joint identify f a collective mind.
Goal:- A desire that result a person or a system envisions, plans ad commits to achieve.
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