ANALYSIS OF SMALL SIZE GOODS AS DETERMINANTS OF IMPULSE BUYING AMONG FEMALE LECTURES

Abstract

The study was carried out in six Universities in the North East Nigeria. The study was a descriptive survey design and involved a population of 218 female Lecturers drawn from six Universities in the North East Nigeria. No sample was drawn for the study as the entire population of 218 was surveyed. The instrument for data collection was face validated by three experts, two from the department of vocational teacher education, University of Nigeria Nsukka and one from the department of technology education Abubakar Tafawa Balewa University Bauchi. The instrument was tested for reliability using the Cronbach Alpha formula and obtained a coefficient of 0.81. The research questions were answered using Mean while the Null hypotheses were tested using t-test at 0.05 level of significance. The major findings were that small size 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 advertising agents or practitioners should utilize the findings of this study as the focal point in both advertising campaign, and production of advertisement materials. Furthermore, it was recommended that impulse buying should be regarded as a recognized marketing concept and normal buying behaviour widely practiced worldwide