Determinants of Consumer Purchase Decision Making for Fast Moving Consumer Goods

Abstract

The study examined the determinants of consumer purchase decision making for fast moving consumer goods with the British American Tobacco Company’s products. Specifically, the study analyzed the psychological factors affecting consumer purchase decision making for FMCGs and determined the social factors affecting consumer purchase decision making for FMCGs. Through survey design, the study adopted a sample of 30 selected students of Michael Okpara University of Agriculture Umudike using random sampling technique, in effect, 30 questionnaires were distributed and recouped from the respondents. Primary data sourced from distribution of the copies of the questionnaires to students of Michael Okpara University of Agriculture Umudike were used for the study. A test-re-test was conducted to ensure validity and reliability of the data. The data were presented using simple percentage, frequency and 5point Likert scale. The hypotheses were tested using multiple regression model (SPSS version 20). The result reveal motivation and attitudes have positive and significant impact on turnover of fast moving goods; while personality and learning significant impact on turnover of fast moving goods. However, perception has positive and insignificant impact on turnover of fast moving goods in British American Tobacco Company in Nigeria. In addition, Social class, reference group, family have positive and significant impact on turnover of British American Tobacco Company fast moving products; while culture/belief negative and significant impact on turnover of fast moving goods. However, opinion leaders has negative and insignificant impact on turnover of fast moving goods in British American Tobacco Company in Nigeria. It was recommended that marketers of this products need study the critical factors affecting consumer purchase decision making in order to satisfy, retain and maintain the ultimate and prospective consumers.

DOI: 10.7176/RHSS/9-11-02

Publication date:June 30^th 2019