An Examination of the Impact of Sources of Information on Consumer Preference for New Durable Electronic Goods in Kano Metropolis

Abstract

The study was designed to assess the impact of sources of information on consumer preference for new durable electronic goods in Kano Metropolis. Specific objectives of the study cover the sources of information used by consumers in their purchase decision of innovative durable electronic goods and the extent to which sources of information used by consumers affect their purchase decision of innovative durable electronic goods. The study population was the entire consumers that purchases electronic products from the 8 local governments areas selected for the study. The researcher used sample size of 500 respondents and data were obtained using questionnaires. Data presentation and discussions were supported with chart and tables to make the whole work easy to read and understand by all and sundry. The study revealed that the diffusion of new durable electronic goods is greatly enhanced by TV advertorials, suggestions by friends/relations and price discounts. Other sources of information used by consumers in the purchase of durable electronic products in the descending order are advertisements on radio, advertisements in magazines, trade shows, advertisements on billboards, suggestions by salesmen and handbills, so the researcher recommended that Proper Research and Development (R & D) efforts through an organization’s Marketing Intelligence/Marketing Information Systems (MIS/MKIS) can help unearth people’s tastes and preferences and hence shape new products and services. This will enhance better segmentation with regards to relevant consumer personal/socio-economic variables. Product diffusion and hence frequency of purchase is often enhanced by consumer’s level of awareness, perceived product quality and reliable warranty among others.

Keywords: Sources of Information, Consumer Preference, New Durable Electronic Goods and Kano Metropolis