Analysis Of Extrinsic Factors Influence On Purchase Decision Among Buyers Of Laptops In Abia State, Nigeria:- Kingsley Cypril C

ABSTRACT

The study investigated the influence of extrinsic factors on purchase decision among buyers of Laptops in Abia State, Nigeria. The specific objectives includes to; examine the effect ofprice on purchase decision; ascertain the influence of brand name oflaptop on the purchase decision; ascertain the influence ofcountry oforigin image on purchase decision; investigate packaging effect onpurchase decision; examine influence of marketing communication onpurchase decision and determine the effect ofwarranty on purchase decision.. To achieve the objectives ofthe study, survey research design was adopted. The researcher adoptedprimary data and used questionnaire as a tool in getting the required information. In testing the hypotheses, multiple regression model was used. The researchfound that price, brand name, marketing communication, packaging and warranty significantly influence purchase decisions among buyers oflaptops in Abia state, Nigeria. The researcher recommended that marketers should through continuous innovation seekfor price that meet customers expectation and economic convenience as well as match competition; marketers should effectively manage their brands though continuous brand reinforcement and brand revitalization; andMarketers shouldseek customer-centredwarranty and ensure on a continuous basis that the warranty keepspace with the dynamic nature ofthe customer.