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.
Statement of the Problem
Tertiary institutions in Nigeria lack the financial resources to maintain educational quality d...
ABSTRACT
The purpose for this study was to assess knowledge and attitude of sexual risk behaviour among senior secondary school students...
ABSTRACT
This study was carried out to examine males involvement towards the prevention of mother to ch...
ABSTRACT
The contributions of the poultry farms to Nigerian economic development will depend on i...
ABSTRACT
The Air pollution damage function regulation employed so far in addressing environmental ...
BACKGROUND OF THE STUDY
New technologies are increasingly being looked to by businesses as a me...
ABSTRACT
Plant gums are natural polymers with low toxicity, high biodegradability and high compatibility with drugs making them useful as...
Abstract
Inflation is simply rise in prices of commodities and devalues of money. It directly influences the stand...
ABSTRACT
Vernonia amygdalina Del. and V. kotschyana Sch. Bip. (Asteraceae) are respectively shrub or tree and annual herb found commonly...
Abstract
Effective classroom management consists of teacher behaviour that produces high level of the involvement of st...