CONSUMER PURCHASING BEHAVIOUR (Case study of Etisalat Nig.) (MANAGEMENT PROJECT TOPICS AND MATERIALS)
ABSTRACT
The research is aimed at elicit attention to present marketing environment in Ni-geria and as regard the importance of consumer purchasing behaviour and this is also to ascertain if product brand, taste, personal income, and price and the what relationship it also have on consumer behaviour toward Etisalat product.
However, every company must develop new products that suite consumer pur-chase decision. This informed behaviour affects how certain consumers react to new products and thereby affect also consumer purchasing behaviour or attitude.
The result of this research work indicated that Consumers’ taste, price, product brand etc has a positive implication on consumers’ buying behaviour. More so, there is need for the management of Etisalat to be consumer oriented in their busi-ness approaches which propose that certain functions either non-existence or ex-istence must be given greater importance.
Finally, the management of Etisalat should ensure that with new product develop-ment and greater brand design attracts customers and also to determine which marketing mix it will adopt to create more satisfaction rather than cognitive disson-ance
Keywords:Â Buying behaviour, Product development, Market, Products
INTRODUCTION
1.1Â Â Â Â Â Background of the study
People are significantly influenced by the attitudes and their buying behaviours for certain product. However, certain products for example household items and lux-ury product exposes an individual to an entirely new behaviours and lifestyles, and influence attitudes and self-concept; they also create pressures for conformity and uniformity that may affect actual product and brand choices.
Manufacturers of products and brands product influence are strong and this de-termines how consumers react to certain product brands. Therefore, an opinion leader is the person in informal, product-related communications who offers advice or information about a specific product or product category, such as which of sev-eral brands is best or how a particular product may be used (Asika, 1991, 45-51).
Marketers try to reach opinion leaders by identifying demographic and psycho-graphic characteristics associated with opinion leadership, identifying the media read by opinion leaders, and directing messages at opinion leaders. The hottest trends in teenage music, language, and fashion start in America’s inner cities (Kotler, 2002, 180-186).
Every company must develop new products that suite consumer buying decision, however, these informed behaviour affects how certain consumers react to new products and thereby affect also consumer purchasing behaviour.
New product development shapes the company’s future and it also Improves or re-placement products must be created to maintain or build sales. Customers want new products, and competitors will do their best to supply them (kotler, 2002, 175-179).
