The Impact of Personal Characteristics on Consumer’s Purchase of Innovative Durable Electronics Products in Kano Metropolis

Abstract

The study assessed the Impact of Personal Characteristics on Consumer’s Purchase of Innovative Durable Electronics Products in Kano Metropolis. The objectives of the study is to ascertain the extent to which personal characteristics of gender, age, income and education affect consumer’s purchase 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 showed that out of the four consumer’s personal characteristics of age, sex, income and education examined, only age is found to have significant impact on consumer’s purchase preference for innovative durable electronic goods of TV, refrigerator, DVD players, and satellite receivers. This is basically supported by previous researches, and especially Roger’s innovation diffusion theory, which forms the theoretical basis of this study. The researchers recommend that marketers should take cognisance of age in new product diffusion. Importantly, opinion leaders, being younger should be targeted tv advertorials to make innovations more sellable. Invariably, customized advertising can equally evolve. In addition, as Hausman (2015) reiterates, such could be given some stipends to encourage them perform the opinion leadership more effectively.

Keywords: Personal Characteristics, Consumer, Consumer Purchasing Power, Innovation, Durable Electronics Products