SOCIO-ECONOMIC AND DEMOGRAPHIC DETERMINANTS OF CONSUMER BUYING BEHAVIOR FOR ELECTRONIC PRODUCTS IN AKWA IBOM STATE, NIGERIA

Abstract

The study examined the effect of socio-economic and demographic factors on consumer buying behaviour of electronic products in Akwa Ibom State. Descriptive survey design was adopted for this study. The population of this study consist of all consumers of electronics in Akwa Ibom State. Data for the study were obtained through structured questionnaire administered to the respondents. A total of 363 copies of questionnaire were retrieved and used for the analysis. Six hypotheses were formulated for this study. The demographic data obtained for this study were analyzed using descriptive statistics such as tables, simple percentage, frequency and mean. Hypotheses (i), (ii), (iii), (iv), (v) and (vi) were tested using simple linear regression and multiple linear regression models. Results revealed that there is significant positive effect of personal income, reference group, occupation, availability of credit and consumer age on consumer buying behaviour of electronics products in Akwa Ibom State. The study therefore concluded that socio-economic and demographic factors play a crucial role in influencing consumer buying behaviour of electronic products in Akwa Ibom State. Based on findings of the study, it was recommended among others that electronic marketers need to take the gross income of prospective customers within the market area into consideration. This will help the marketers to provide electronics that are affordable to the customers.