Abstract
Everybody is motivated by needs and wants. Needs are the basic forces that motivates a person to do something, while Wants are ‘needs’ that are learned during a person’s life. This study’s main objective is to examine the effect of consumer behaviour and attitudinal tendencies towards purchase decision using Unilever Nigeria plc , Cadbury Nigeria plc, United African companies plc as case studies. The researcher used tables and percentages for presentation, scoring and analysis of data. The hypotheses were analyzed with the help of chi-square.(x 2 ). It was gathered through the study that the life cycle in a product influence purchase to very much extent and that in some cases there is joint purchase decision in individuals and groups. Similarly the research disclosed that education as has a part towards determining purchase in any individual or group.
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