Factors Influencing Consumer Buying Behaviour On Household Products In Nigeria

CHAPTER ONE INTRODUCTION 1.1     BACKGROUND OF THE STUDY         Consumer behavior is a young discipline; the earlier books were written in 1960’s however, its intellectual forefathers are much older. Understanding of consumers is the consumption process provides a number of benefits. These benefits include assisting the manager in decision making and providing the marketing research with a theoretical base from which to analyses consumers in making better purchase decision. The study of consumer can help to understand more about psychological, sociological and economics factors that influen…