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FEMALE LECTURERS’ PERCEPTION OF DETERMINANTS OF IMPULSE BUYING IN UNIVERSITIES

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ABSTRACT
The study was carried out in six Universities in the North East Nigeria. The study was a descriptive survey design and involved a population of 218 female lecturers drawn from six Universities in the North East Nigeria. No sample was drawn for the study as the entire population of 218 was surveyed. The instrument for data collection was face validated by three experts, two from the department of vocational teacher education, University of Nigeria Nsukka and one from the department of technology education Abubakar Tafawa Balewa University Bauchi. The instrument was tested for reliability using the Cronbach Alpha formula and obtained a coefficient of 0.82, 0.81,0.81,0.80,0.81 and 0.82 with the overall reliability coefficient of 0.89. The research questions were answered using Mean while the Null hypotheses were tested using t-test and ANOVA at 0.05 level of significance. The major findings were that low price goods, small size goods, colourful goods, low weight goods, portable goods and branded goods constitute to a high extent, determinants of female lecturers’ impulse buying. It was therefore recommended, among others, that retailers should utilize the findings of the study to develop better strategies to attract significant share of consumers’ impulse purchases. It was also recommended that advertising agents or practitioners should utilize the findings of this study as the focal point in both advertising campaign and production of advertisement materials. Furthermore, it was recommended that impulse buying should be regarded as a recognized marketing concept and normal buying behaviour widely practiced world wide.






CHAPTER ONE
INTRODUCTION
Background of the Study
Impulse buying is a habit which every consumer often displays in his or her daily buying experiences. Although, Consumers hesitate to associate with impulse buying attitude, they hardly adhere strictly to the original buying plan which had earlier been articulated before visiting the retail stores, and this reflects impulse buying habit. Engel and Blackwell (2002) described impulse buying as a buying action undertaken without a careful buying plan previously having been articulated or formed prior to entering the retail store. Also, Bateman and Holmes (2005) defined impulse buying as a sudden strong wish or need to buy something without thinking about it carefully. In the same vein, Phillips and Bradshaw (2002) affirmed that impulse buying is a sudden strong wish or need to buy something without planning or thinking about it carefully or comparing such goods with similar or related goods with a view to making a better purchasing choice.
Impulse buying also paints a scenario which de-emphasizes the fixed plan of items to be purchased prior to visiting the retail store on the argument that store environment could provide a better purchase stimulation. Cobb and Hoyer (2006) affirmed this assertion by positing that shopping is much easier with products highly visible and store environment acting as prompt lists, allowing consumers to defer decision making until they are in-store. Also, Dittmer (2008) noted that consumers’ intent to purchase is far from fixed and can continue to be modified right up to the point of purchase. 

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