ABSTRACT

This research examined the Evaluation of factors that influence consumers purchase decision on electronic products in Aba metropolis. The objectives of the study were to ascertain the effectiveness of price as a tool for influencing consumers purchase decision on electronic products, to evaluate the extent to which quality is used to influence consumers purchase decision on electronic products, to determine what role consumers status play in influencing their purchase decision on electronic products and to ascertain if the market trend of electronic have any effect on consumers purchase of electronic products in Aba metropolis. The study adopted a sample survey. A pilot survey was conducted in order to establish the proportion of respondent in the area of interest, of which a sample size of 264 was deduced. The researcher made use of primary data supplied by the consumers, which was extracted through questionnaire. Chi square statistical method was used to test the formulated hypotheses. Based on the hypotheses tested, the major findings were made: that price is an effective tool that influences consumers purchase decision on electronic products, quality of the product influences the consumers purchase decision on electronic products, the status of the consumers as well as the trend of electronic products in the market can influence consumers purchase decision on electronic products. It was also found from the analyzed data that consumers can also be influenced by other factors such as the company's name, the product color and after sales services. The researcher recommended that a moderate pricing technique should be adopted in order to encourage consumers to purchase electronic products, quality of the product be enhanced using modern technology and equipment, and also the current technology trend be followed by these electronic manufacturing companies so that their product will not be termed out of fashion by consumers.