Determinant Of Consumer Patronage For Hair Cream Brands In Abia State

ABSTRACT

 The study analyzed the socio-economic determinant on consumer choice on hair cream brands among household in Abia state, Nigeria. Five (5) research questions were formulated to guide the study. The population of the study consisted of respondent, selected from the three (3) senatorial zone of the state. One Local Government area was selected from each senatorial zone. From each local government, fifty (50) respondents were selected. Respondent were of different occupation, educational background, making a total of 150 respondents. The instrument used to collect relevant data were a structured questionnaire. Descriptive statistics was used to analyze data on the first three research questions while probit model was adopted for the fourth. It was found that quality, advert, price, sales promotion, income and gender play critical role in the socio-economic determinant on the consumer choice on hair cream brands. It was recommended that education of the buyers should be stepped up to enable them make better choice. Quality of various brands however, should be improved. Income level should also be improved.