ABSTRACT

 The purpose of this study was to throw more light on the influence of culture on consumer buying behaviour. This study was conducted in Umuahia. This study has been divided into five chapters. The first is the introductory chapter, which deals with the background of the study, statement of the problems, objectives of the study, research hypothesis, justification of the study and it limitations. The second chapter deals with the review of related literatures by other authors. The third chapter explains the research methodology adopted for the study. Thus a chi-square analysis was used for the test of hypothesis. The fourth chapter is where the data were presented, analyzed as well as summarizing of result. The chapter five is the concluding chapter which summarized the work and put forward recommendations that could be adopted by marketing managers. The survey research was adopted for this study. The primary data were procured with interview and questionnaire techniques, while the secondary data were gotten from research journals, textbooks and other valuable materials. The research work was successfully carried out and the recommendation put forward if adopted will go along way in improving marketer’s knowledge of culture with a view of improving their market share and retaining customers.