ABSTRACT
The primary objective of this research work is to investigate the impact of cultural influences on buying behaviour, particularly on consumers. Information and data used in this presentation were based on various shades of opinion pooled from people of all work of life, since all of us are consumers in one way or the other. The work is divided into five sections/chapters. Chapter one comprises of introduction, which is further, stratified into significance of the study, research questions, scope of the study and definitions of terms used in the work.
Chapter two deals with the review of related literature. The chapter explains buyer behaviour, importance and constraint in understanding consumer behaviour and model of consumer behaviour. It further explained personal characteristic affecting consumer’s behaviour, consumer buying decision-making process, as well as the summary of the literature review.
Chapter three deals with research methodology, emphasis is on the area of study, research design, population of the study, sample size and sampling techniques and the instrument used in collecting data. It also deals with administration of the instrument and method o data analysis and presentation.
Chapter four deals with presentation and analysis of data collected in the course of the research work. Emphasis is on respondent’s characteristics and classifications, presentation and analysis of data and answer to the research questions.
The last chapter of the research work is summary of findings. In this chapter also, some recommendations based on information and findings were made. The chapter ends with conclusion and bibliography.
TABLE OF CONTENT
Title page
Declaration page
Approval page
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.0Introduction
1.1Background of the study
1.2Statement of the study
1.3Purpose of the study
1.4Significance of the study
1.5Research questions
1.6Scope of the study
1.7Definition of terms
CHAPTER TWO:
Literature Review
2.0 Introduction
2.1 Meaning of buyer behaviour
2.2 Importance and difficulty of understanding consumer behaviour
2.3 Model of consumer behaviour
2.4 Personal characteristic affecting consumer behaviour
2.5 Consumer buying decision making process
2.6 Summary of the literature review.
CHAPTER THREE:
Methodology
3.0 Introduction
3.1 Area of Study
3.2 Research Design
3.3 Population of the study
3.4 Sample size and sampling technique
3.5 Instrument for data collection
3.6 Administration of the instrument
3.7 Method of data analysis and presentation
CHAPTER FOUR
Presentation and Analysis of Data
4.0Introduction
4.1 Respondents characteristic and classification
4.2Presentation and analysis of data
4.3 Answer to the research question
CHAPTER FIVE
Summary, Conclusion & Recommendation
5.1 Summary
5.2 Conclusion
5.3 Recommendation
Bibliography
Appendices
