Home » Marketing » INFLUENCE OF PERSONALITY AND LIFESTYLE ON THE BUYING BEHAVIOR OF UNDERGRADUATE S...
INFLUENCE OF PERSONALITY AND LIFESTYLE ON THE BUYING BEHAVIOR OF UNDERGRADUATE STUDENTS IN UNIVERSITIES
Sold By: Joe Project Store | Item Type: Project Material | Report this? | Attributes: 57 pages | 1-5 chapters | Amount: ₦5,000 | 1 order. | Marked useful: 4,366 times
INSTANT PROJECT MATERIAL DOWNLOADINFLUENCE OF PERSONALITY AND LIFESTYLE ON THE BUYING BEHAVIOR OF UNDERGRADUATE STUDENTS IN UNIVERSITIES
Project Abstract:
The study was on the influence of personality and lifestyle on the buying behavior of undergraduate students in universities in Nigeria. The study sought to determine the relationship between lifestyle and buying behavior and also the relationship between personality and buying behavior. Lifestyle was defined in terms of AIO dimension of activities, interests and opinion. Personality was defined in terms of the big five personality traits of, agreeableness, extroversion, openness to experience, conscientiousness ad neuroticism. Buying behavior was defined as brand choice. The study was descriptive in nature and specifically a cross-sectional survey design. The multi-stage, simple random, and convenience sampling methods were used to sample 323 full-time female undergraduate students. The five research hypotheses developed were tested using multiple regressions analysis. The study revealed that lifestyle of female undergraduate students in universities does not significantly influence brand choice. The study also revealed that personality significantly influence brand choice. The study also shows that the interaction of lifestyle and personality significantly influence brand choice. The study further revealed that socio-demographic variables of female undergraduate students in universities when moderated with lifestyle and when also combined with personality significantly influence brand choice in both cases. The study recommended that psychographic segmentation based on lifestyle should be developed rather than relying only on traditional segmentation typology. The study also recommended new products should be developed and positioned based on consumer personalities. The study also recommended promotional strategies to be based so based. Where a market is competitive, the study recommended niche strategies based on personalities of the consumer
This material content is developed to serve as a GUIDE for students to conduct academic research
DOWNLOAD THIS PROJECT MATERIAL NOW!
Advertise Here
Not what you were looking for? Perform a search
What's your project topic?
Comment on Facebook:
Related Project Materials
- 1.
THE EFFECT OF ONLINE ADVERTISING IN SHOPPERS BEHAVIOR IN ENUGU METROPOLIS
CHAPTER ONE INTRODUCTION 1.1 Background Of The Study The exponential expansion of information technology has augmented the significance attributed ...More »
Item Type: Project Material | 54 pages | 350 engagements |
- 2.
PRODUCT BRANDING AS A TOOL FOR INCREASING CONSUMER LOYALTY IN TELECOMMUNICATION INDUSTRY IN CAMEROON
CHAPTER ONE INTRODUCTION 1.1 Background of the Study The telecommunications industry plays a crucial and significant role in the economic stability...More »
Item Type: Project Material | 54 pages | 405 engagements |
- 3.
IMPACT OF MARKETING ACTIVITIES ON BANKING SECTOR: A CASE STUDY OF ACCESS BANK CAMEROON
CHAPTER ONE INTRODUCTION 1.1 Background of the Study Prior to the mid 1950s, marketing was primarily associated with manufacturing activities, and ...More »
Item Type: Project Material | 54 pages | 299 engagements |
- 4.
IMPACT OF DIGITAL MARKETING ON THE GROWTH OF SMALL AND MEDIUM SIZE ENTERPRISE IN CAMEROON- A CASE ST...
IMPACT OF DIGITAL MARKETING ON THE GROWTH OF SMALL AND MEDIUM SIZE ENTERPRISE IN CAMEROON A CASE STUDY OF JUMIA CHAPTER ONE INTRODUCTION Backgrou...More »
Item Type: Project Material | 54 pages | 327 engagements |
- 5.
ASSESSING THE INFLUENCE OF CULTURAL FACTORS ON CONSUMER BEHAVIOR IN CAMEROON
CHAPTER ONE INTRODUCTION 1.1 Background of the Study Buying behavior is a collection of attitudes that define the patterns of decisions made by cus...More »
Item Type: Project Material | 54 pages | 242 engagements |
- 6.
AN EVALUATION OF PRODUCT BRANDING AND ITS CORRELATION WITH CONSUMER LOYALTY IN TELECOMMUNICATION FIR...
CHAPTER ONE INTRODUCTION 1.1 Background of the Study The telecommunications industry plays a crucial and significant role in the economic stability...More »
Item Type: Project Material | 54 pages | 272 engagements |