EFFECT AND SOCIO- ECONOMIC CHARACTERISTICS OF THE PURCHASE OF SENSODYNE TOOTHPASTE IN ABA METROPOLIS OF ABIA – STATE NIGERIA.

ABSTRACT

The study analyzed the consumer willingness to purchase sensodyne toothpaste product in Aba metropolis of Abia State, Nigeria. Four (4) research question were formulated to guide the study. The population of the study consisted 120 respondents selected from 4 streets consist of 30 respondents the instrument used to collect relevant data was a structured questionnaire. Descriptive statistic was used to analyzed data on the first and fourth research question; correlation was used for the third research question while binary logic model was used for the second research question. It was found that age, education, price, income and household size play critical role in the consumer willingness to purchase sensodyne toothpaste products. It was recommended that education of the consumer should be improved. Pricing of items should also be looked into possibly. 

TABLE OF CONTENTS

Title page ﾿ i

Certification ﾿ ii

Dedication ﾿ iii

Acknowledgement ﾿ iv

Declaration ﾿ v

Table of content ﾿ vi

List of table ﾿ vii

Abstract ﾿ viii

CHAPTER ONE

Introduction

1.1 Background of the Study ﾿ 1 

1.2 Statement of Problem ﾿ 2

1.3 Research Questions ﾿ 4

1.4 Objective of the Study ﾿ 4

1.5 Research Hypothesis ﾿ 5

1.6 Significance of the Study ﾿ 5

CHAPTER TWO

2.0 Literature Review ﾿ 7

2.1 Introduction ﾿ 7

2.2 Factors Affecting Consumer behavior ﾿ 7

2.2.1 Cultural Factors ﾿ 8

2.2.2 Social Factors ﾿ 10

2.2.4 Personal Factors ﾿ 13

2.3 Perceptions ﾿ 19

2.4 Senses  ﾿ 21

2.5 Values and Goals ﾿ 23

2.6 Attitudes ﾿ 24

2.7 Price Effect ﾿ 24

2.7 preference and taste ﾿ 24

2.8 characteristics of consumers ﾿ 24

2.9 consumer theory ﾿ 24

CHAPTER THREE

3.0 Introduction ﾿ 27

3.1 Area of the Study ﾿ 27

3.2 Selection of Respondents ﾿ 28

3.3 Method of Data Collection ﾿ 28

3.4 Method of Data Analysis ﾿ 28

3.5 Model Specification ﾿ 29

CHAPTER FOUR

4.0 Results and Discussions ﾿ 30

4.1 Socio-Economic Characteristics of the Respondents ﾿ 30

4.2 Effect of socio-economic factors on the purchase behavior of 

      sensodyne toothpaste in Aba metropolis of Abia State, 

        Nigeria. ﾿ 31

4.3 The effect of price of synsodyne toothpaste and the frequency of 

        purchase in the study area ﾿ 35

4.4 Frequency of purchase of sensodyne toothpaste by 

      households/monthly ﾿ 36

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation ﾿ 37

5.1 Summary

5.2 Conclusion and Recommendation ﾿ 38 ﾿

References

Appendix