FEMALE LECTURERS’ PERCEPTION OF DETERMINANTS OF IMPULSE BUYING IN UNIVERSITIES IN NORTHEAST, NIGERIA
Keywords:
Impulse Buying, Colour of Goods, Determinants, Female Lecturers.Abstract
The study investigated the extent to which colour of goods stimulate impulse buying among
lecturers. The study was a descriptive survey design and involved a population of 317 female
lecturers drawn from six Universities in the North East Nigeria. No sample was drawn for
the study as the entire population of 317 was surveyed. The instrument for data collection
was a structured questionnaire which was also face validated by three experts from the
University of Nigeria Nsukka while one came from Abubakar Tafawa Balewa University
Bauchi. The instrument was tested for reliability using the Cronbach Alpha formula and
obtained a coefficient of 0.80. The research questions were answered using Mean while the
Null hypotheses were tested using ANOVA at 0.05 level of significance. The major findings
were that colour of goods, constitute to a high extent, determinants of female lecturers’
impulse buying. It was therefore recommended, among others, that retailers should utilize
the findings of the study to develop better strategies to attract significant share of
consumers’ impulse purchases. It was also recommended that, while impulse buying should
be accorded the status or recognized marketing concepts, consumers should be cautious in
engaging in impulse buying to avoid unnecessary disorganization of family and individual
planning and budgeting as well as business collapses.