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 for 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.
The effectiveness of any marketing activities does not solely depend on the ability to offer competitive range of product and services rather sack up extensive campaigns for success, knowledge of the influences which affect buying preferences, is called for.
Acknowledgement of how buyers behave in the purchase of goods and services, either as consumers or producers of good and services, is very important to marketers aimed with this knowledge, the marketer can manage the marketing functions more effectively and more profitably. This is because Marketers will be able to understand and predict how the consumers or users of his product will react to marketing stimuli. With this he would be able control within the limits of the stimuli from the external environment which marketer does not control therefore emphasis will be channeled toward consumer behaviour.
1.3 Purpose of the Study
The purpose of this study is to achieve the following objectives:-
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