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PROJECT TOPIC: FEMALE LECTURERS PERRCEPTION OF DETERMINANTS OF IMPULSE BUYING IN UNIVERSITIES IN NORTH EAST NIGERIA

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CHAPTER ONEINTRODUCTION

Background of the StudyImpulse buying is a habit which every consumer often displays in his or her daily buying experiences. Although, Consumers hesitate to associate with impulse buying attitude, they hardly adhere strictly to the original buying plan which had earlier been articulated before visiting the retail stores, and this reflects impulse buying habit. Engel and Blackwell (2002) described impulse buying as a buying action undertaken without a careful buying plan previously having been articulated or formed prior to entering the retail store. Also, Bateman and Holmes (2005) defined impulse buying as a sudden strong wish or need to buy something without thinking about it carefully. In the same vein, Phillips and Bradshaw (2002) affirmed that impulse buying is a sudden strong wish or need to buy something without planning or thinking about it carefully or comparing such goods with similar or related goods with a view to making a better purchasing choice.Impulse buying also paints a scenario which de-emphasizes the fixed plan of items to be purchased prior to visiting the retail store on the argument that store environment could provide a better purchase stimulation. Cobb and Hoyer (2006) affirmed this assertion by positing that shopping is much easier with products highly visible and store environment acting as prompt lists, allowing consumers to defer decision making until they are in-store. Also, Dittmer (2008) noted that consumers? intent to purchase is far from fixed and can continue to be modified right up to the point of purchase. Douglas and Isherwood (2008) supported the above idea by stating that consumers need not have a fixed or permanent plan of buying action prior to visiting the retail store because store environment always provides a better buying stimulation on account of the presence of large varieties of highly visible products displayed and competing for attention of consumers who visit the retail store.


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