HOUSEHOLD PURCHASE DETERMINANTS AND PATRONAGE OF CONSUMER GOODS IN IBADAN, OYO STATE, NIGERIA

Abstract

This study focused on household purchase determinants and patronage of consumer goods in Ibadan, Oyo State, Nigeria. The study was carried out to identify the major factors influencing purchase behavior within the family. Survey research design was used and questionnaire served as the instrument for data collection. The data collected were presented in tables and analyzed using simple percentage, bar chat and mean statistics. The hypotheses were tested using Mann Whitney Test at 0.05 level of significance. It was discovered that there is significant relationship between family occupation and patronage of consumer goods, culture influences patronage of consumer goods, there is significant difference between income and patronage of consumer goods and there is significant relationship between gender and patronage of consumer goods. It was recommended that business organizations that want to achieve high level of customer repeat purchase, must always recognize, promote and effectively pay attention to income, family occupation, culture, and gender variables which determines and influences their level of patronage of household products. More so, couples in the family should have diverse occupation which will enable them to earn income from both sides so as to always perform their responsibilities in purchase decision. This study therefore concludes that the achievement of patronage of household consumer goods depends on many factors which include income, family occupation, culture and gender.