Uluslararası Sosyal Bilimler Dergisi

Yazarlar: Henry Diko Koce, Mamman Zacchaeus Ndaba

Konular:

Anahtar Kelimeler:Consumers,Socio-demographic,Determinant,Purchase decision

Özet: Consumers all over the world are faced with problems of choice of products because of vast array of product that are available for purchase, but the resources are limited. However consumers are likely influenced by so many factors among them are reference group, family members, social roles and status, this is important especially in decision of capital expenditure such as the purchase of automobiles. This study investigated the socio demographic determinant of consumer purchase decision in the Nigeria Automobile industry. This study employed the use of survey method as well as descriptive analysis, by which consumers opinion where sampled. The population of the study comprises of car owners residing in Niger state. The sample size of 1443 was determined through Yaro Yamane formula. Regression and correlations analysis was used to analyse the data collected with the aid of the statistical package (SPSS).There is significant relationship between reference group and purchase decision of automobile (R2 =. .953) and P value of.000, hypothesis two indicated that family members has strong influence on the purchase decision of automobiles (R2 =. .895) and P value of.000,, the result of hypothesis three indicated that there is strong effect of social roles and status on the purchase decision of automobile (R2 =. .959) and P value of.000.The study concludes that there is significant relation between demographic and social determinant and consumer purchasing decision in an automobile industry in Nigeria. Recommendations are that companies must take all these variables into consideration in designing products and advertising.

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