Effects of Demographic Factors on Impulse Buying Behaviour of Consumers in Auchi, Edo State, Nigeria

Abstract

The objective of the study was to determine the effects of demographic factors (Age, Gender, Income, Education, Marital Status and Occupation) on impulse buying bahaviour of consumers in Auchi. The study adopted survey design. The population of the study consisted all consumers who have made purchases in their present shopping trip in selected shops (supermarkets). The sample size of 384 was determined using Godden’s formula cited in Sangatang, Siochi and Plaza (2017). The main research instrument was questionnaire which was used to survey 384 respondents (192 males and 192 females). Non-probability convenience sampling was used in administering copies of questionnaire to the respondents. Multiple regression analysis was used to determine result for the data collected with the aid of SPSS 20.0. The multiple regression analysis result revealed among others that demographic characteristics (age, gender, income, education, marital status) had significant relationship with impulse buying behavior of consumers. The study concluded that demographic characteristics of consumers could explain the impulse buying behavior of consumers. The reason is that the study showed significant relationship between demographic characteristics and impulse buying behaviour of consumers might be related to the respondent’s perception about purchasing decision. The study recommended that consumer should arrange their priorities and always weigh specific weight of their preferences in relation to each other according to a particular pattern when purchasing products to prevent buying on impulse.