Perception of Business Education Lecturers in Colleges of Education on the Influence of Retail Store Location and Design on Impulse Buying Behaviour of Consumers in North-West Nigeria

Abstract

This study was carried out to determine the perception of Business Education Lecturers in Colleges of Education on the influence of retail store location and design on the impulse buying behaviour of consumers in north-west Nigeria.  A survey research design was used for the study.  The study was carried out in the North-west zone of Nigeria. The population of the study was 219 Business Education Lecturers in 10 Colleges of Education.  The entire population was studied since it was small and manageable.  Two research questions were answered and one null hypothesis was tested at 0.05 level of significance and 202 degrees of freedom.  A structured questionnaire was developed to collect data for the study.  The questionnaire items were structured on a 5-point Likert  scale.  A total of 204 copies of the questionnaire were retrieved from the respondents for analysis.  The data collected were analyzed using Mean statistic to answer the research questions, while analysis of variance was used to test the hypothesis at 0.05 level of significance.  The findings of the study revealed that all the items of retail store location and design were accepted by the respondents as having influence on the impulse buying behaviour of consumers.  The findings also revealed that there was no significant difference in the Mean responses of Business Education Lecturers with regards to their ranks on the influence on all the retail store items on consumer impulse buying behaviour. Based on the findings of this study, it was recommended, among others, that retailers should adopt the retail store variables identified in this study in order to boost their trade and provide a satisfying shopping experience for their customers.

Keywords: Retailing, store location, store design, impulse buying, consumer behaviour.