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PROJECT MATERIALS ON INFLUENCE OF CULTURE IN CONSUMERS BUYING BEHAVIOR (A CASE STUDY OF OBIANGWU NGOR – OKPALA L.G.A. IMO STATE)

PROJECT MATERIALS ON INFLUENCE OF CULTURE IN CONSUMERS BUYING BEHAVIOR (A CASE STUDY OF OBIANGWU NGOR – OKPALA L.G.A. IMO STATE

CHAPTER ONE

1.0  INTRODUCTION

 

Marketing unlike any other social sciences is entirely concerned with the need and want of people severally and individually. Although different customers belongs to the same market segment. They don not have alike to the characteristics of the product and services would not appeal to then in the degree. Just as income taste an other factors in liness the demand for products, sooth behavior of consumer are influenced by socio-economic and cultural factors.

The use of marketing research method can only determine the socio-cultural factors and increase which will then in places in situation to effective market his product or services. The cultural of individual are aggressive marketing has can be taken care of many ethics group in Nigeria tend to influence the decision of many customers and consumes behavior is constantly being attached by cultures.

What is culture and what effect does it have in consumers buying behavior?

Many school of thought have given society culture according to E.B. Tailore is that compare while whid are include knowledge belief art, low moral customs etc of society looking at this definition, we can refer culture to be our special heritages which has been passing from be accepted as our mode of life. Also David in his write up, or social class influence upon learning look at culture as something in the general sense which the human being exhibit in confronting with his family, his church and other hence groups.

This goes to prove that culture has immense influence on these economic decision made by individual either as personal consumers or when they may be acting for an organization interaction takes please between a man and his environment. He is affected by the society of which he is a member in other to understand people behavior, the knowledge of the influence of cultural norms and values are essential.

How do cultural influences affects motives branch understanding attitudes and intention to purchase the above definition has to create binds people together and characteristics its specific way of life culture neither grow life a plant nor can it be destroyed by an earthquake.

Culture has a great impact in consumers buying behavior and consumption habits which are part and parcel of the behavior pattern of individuals and deeply affected by the prevailing culture of the society in which people live every society develops different culture life.

Every society culture which reflect many parts of human behavior that have been learned and accepted by group of people and these form part of their mode of life. In Nigeria today, we have culture differences that distinguishes the from every other  group and mode of buying differs from one local market to the other.

The way an Ibo man approaches a product in the market square is quite different that distinguishes them from every other groups and mode of buying differs from one local market to the other from a Yoruba max the different in behavior came as a result of different culture backgrounds, sub cultures also play important role abgroups in a society may be based on the cultural tradition emanating from ethics, religions and social sources such culture is vital from marketer because and services demanded by the members whatsoever may have the case culture entirely brings about change in society knowledge of culture helps the marketers to determines, colours labeling , packaging and branding the individual environment which their custom tradition value and norm permit them to accept.

1.1  BACKGROUND OF THE STUDY

       Cultural factors have a significant impact on consumers behavior culture is the most basic course of a person want and behavior. Growing up, the children of Obiangwu Ngor – Okpala learn basic value, perception and want from the family and other important group. Marketing are always trying to spot cultural shift which might point to new products that might be wanted by customers or to increased demand for example the cultural shifts towards greater concern about health and fitness has created opportunities serving consumers of Obiangwu Ngor people to buy.

  • Calore foods
  • Health club membership
  • Exercise equipment
  • Activity of health – related holidays.

PROJECT MATERIALS ON INFLUENCE OF CULTURE IN CONSUMERS BUYING BEHAVIOR (A CASE STUDY OF OBIANGWU NGOR – OKPALA L.G.A. IMO STATE

Each culture contains sub culture groups of people with share values. Sub culture can include nationalities religions, racial groups, or group of people sharing the same geographical location. Sometimes a sub culture will create a substantial and definitive market segment of its own. For example the “youth culture or club culture” has quite distinct value and buying characteristic from the much older “gray generation”.

 

1.2  STATEMENT OF THE PROBLEM

This research work is basically carried out for the purpose of solving some unexpected impediment in this research work on the influence of culture buying behavior in Obiangwu in Ngor/Okpala local government area, the are or contraction include these variables.

  1. The influence of religion to consumers buying decision.
  2. Influence of references group into buying decision.
  3. The influence of education on consumers buying behavior.
  4. The influence of family consumers buying behavior.
  5. The influence of other variable like role and status to consumers buying behavior.
  6. Other variable like role and status, which comes under culture, exert influence on consumers or help them to make choice when they want to buy certain things those variables would be treated differently to find how much they can influence individuals activities towards buying general this deals with finding how. Culture affect our life.

1.3  OBJECTIVES OF THE STUDY

The objectives of this study aims at determining the extent to which marketing organization related and interact with the cultural different, consumers in or either to produce that will satisfy their needs. Also the purpose of this study is to be enable marketers know the theory of buying behavior.

To ascertain if culture has buyers behavior to what extend and how best to take advantages of that consumers in Obiangwu, Ngor/Okpala local government are will be based on the area of cultural factors like social groups, role and status religion and other to ascertain the influence in consumers attitude from buying behavior.

Other purpose for the study include consider culture when making important marketing decision.

1.4  RESEARCH QUESTION

  1. Do you think culture can influence the buying decision of consumers?
  2. Do you think that reference group can influence buying behavior?
  3. Do you think that education can influence the consumers buying behavior?
  4. Do you think that religion can influence the buying behavior of consumers?

1.5  STATEMENT OF HYPOTHESIS

Ho:  culture does not influence the buying behavior of consumers.

Hi:   culture help in buying behavior of consumers.

Ho:  Cultural groups does not play impact in consumer buying

PROJECT MATERIALS ON INFLUENCE OF CULTURE IN CONSUMERS BUYING BEHAVIOR (A CASE STUDY OF OBIANGWU NGOR – OKPALA L.G.A. IMO STATE

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