CHAPTER ONE

1.0INTRODUCTION

The customer is the sole reason organizations exists (Cochran, 2006: 1). In the modern world customer becomes much more important for the firms. The markets become bigger and bigger with the firms selling the same products and the competition among them becomes inevitable. For this reason the study of consumer behaviour takes a great place.

The marketers try to understand the needs of different consumers and having understood his different behaviours which require an in-depth study of their internal and external environment, they formulate their plans for marketing (Khan, 2007: 1). How do people buy and use goods and services? How do they react to prices, advertising and store interiors? What underlying mechanisms operate to produce these responses? If marketers have answers to such questions, they can make better managerial decisions. If regulators have answers, they can form better policy. It is the role of consumer behaviour research to provide these answers (East, Wright and Vanhuele, 2008: 4). In this study the impact of cultural factors on consumer buying behaviour is studied.

Consumer is a person who desires, needs and requires marketing components in their capacity as buyer1.Typically marketers are defined to have the ability to control the behaviors of customers, but actually they have neither power nor information for that.. Marketer may influence their buying behavior but not control (Durmaz, Çelik and Oruç, 2011: 109).

Consumer behaviour deals with many other issues. For instance (Pariest, Carter and Statt, 2013: 19):

• How do we get information about products?

• How do we assess alternative products?

• Why do different people choose or use different products?

• How do we decide on value for money?

• How much risk do we take with what products?

• Who influences our buying decisions and our use of the product?

• How are brand loyalties formed, and changed?

Consumer behaviour might be the following: 

The mental, emotional and physical activities that people engage in when selecting, purchasing, using and disposing of products and services so as to satisfy needs and desires (Wilkie, 1994, Pariest, Carter and Statt, 2013: 19)

1.1 BACKGROUND OF STUDY

Markets are subject to many influences. It is possible to identify those influences but difficult to understand the specific nature and importance of these influences unless research efforts are made to understand them. Impulsive consumer buying behaviours is a widely recognized phenomenon in marketing and several factors has been associated in the literature with this behaviour among consumers. Interestingly, majority of these studies were carried out in western and developed economies, but there seems to be poor evidence of such studies in Africa or have not been properly documented. In Nigeria with diverse culture, there seems to be paucity of studies that examined the effect of culture on consumers’ impulsive buying behaviour.

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