08168958821
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: 5,955 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.
IMPACT OF CONTENT MARKETING ON SMALL MEDIUM ENTERPRISES IN NIGERIA
CHAPTER ONE INTRODUCTION 1.1 Background of the study Small and Medium Enterprises (SMEs) play a vital role in the economic growth and industrial advan...More »
Item Type: Project Material | 54 pages | 1,538 engagements |
- 2.
EFFECT OF AFFILIATE MARKETING ON CONSUMER PURCHASE INTENTION FOR MALT BEVERAGE BRANDS IN ASABA METRO...
CHAPTER ONE INTRODUCTION Background of the Study Over the year, the digitalization of media and rapid technology advancements have brought about su...More »
Item Type: Project Material | 54 pages | 1,871 engagements |
- 3.
EFFECT OF ADVERTISING ON BRAND SWITCHING BEHAVIOR OF AMSTEL MALT IN ABA METROPOLIS
CHAPTER ONE INTRODUCTION 1.1BACKGROUND OF THE STUDY In the competitive market place, the brand name has become a distinguished contrivance that off...More »
Item Type: Project Material | 54 pages | 995 engagements |
- 4.
THE IMPACT OF AFFILIATE MARKETING ON THE PERFORMANCE OF ONLINE BUSINESSES IN NIGERIA
CHAPTER ONE INTRODUCTION Background of the Study Since the advent of the internet, the growth rate of the retail industry in Nigeria has changed. T...More »
Item Type: Project Material | 54 pages | 3,847 engagements |
- 5.
AN INVESTIGATION OF THE INFLUENCE OF SOCIAL MEDIA CONTENT MARKETING STRATEGY ON CUSTOMERS PURCHASE I...
CHAPTER ONE INTRODUCTION 1.1 Background of the study Due to the widespread use of social media, customers actively seek out and encounter brand inf...More »
Item Type: Project Material | 54 pages | 981 engagements |
- 6.
AN EXAMINATION OF PROBLEMS AND PROSPECT OF SOCIAL MEDIA CONTENT MARKETING AMONG E-COMMERCE BUSINESSE...
AN EXAMINATION OF PROBLEMS AND PROSPECT OF SOCIAL MEDIA CONTENT MARKETING AMONG E COMMERCE BUSINESSES IN NIGERIA CHAPTER ONE INTRODUCTION 1.1 Backg...More »
Item Type: Project Material | 54 pages | 976 engagements |