SOCIAL FACTORS AND CONSUMER BUYING BEHAVIOUR AMONGST UNIVERSITY STUDENTS

ABSTRACT

This study investigated the relationship between social factors and consumer buying behaviour among university students. The dimensions explored were: Family, Reference group, Religion, and Culture; while consumer buying behaviour was the study dependent variables. Data were primarily sourced through the administration of three hundred and sixty (360) questionnaire out of which three hundred and fifty-seven (357) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. It was revealed that: there is a positive and significant relationship between Family and cosumer buying behaviour; there is a positive and significant relationship between Reference group and cosumer buying behaviour; there is a positive significant relationship between Religion and cosumer buying behaviour; and there is a positive and significant relationship between Culture and cosumer buying behaviour. Based on these findings, it was recommended that: businesses and marketers should consider developing marketing strategies that target family dynamics; brands should explore influencer marketing strategies that target specific reference groups within the university community; businesses should adopt an approach that respects and acknowledges the diverse cultural and religious backgrounds of university students; and companies should invest in market research to understand the unique cultural factors that influence student preferences.