ABSTRACT
This research project was
embarked upon to examine the factors that influence consumer purchase
and consumption of eggs in Enugu. The researcher used survey research
method in carrying out the research. A sample size of 168 was randomly
selected from the population of the study. In this study, four
hypotheses were formulated which include among others that consumers
level of income influences the purchase and consumption of eggs. The
researcher tested and analyzed these hypotheses and their results were
extensively discussed. Also, percentages and tables were used to analyze
the data while chi-square was used to test the hypotheses. Several
findings were made in this research which include among others that:
consumers purchase and consume eggs as a source of protein and that
price positioning also influences consumers purchase decision. In
response to the findings made, the following recommendations were made.
They included that consumers should always make sure they purchase eggs
from a source that has fresh eggs.
...
TABLE OF CONTENTS
Title page
Certification
Dedication
Acknowledgement
Abstract
Table of contents
CHAPTER
ONE
1.1 Introduction
1.2 Statement of problem
1.3 Objective of the study
1.4 Significance of study
1.5 Research Hypothesis
1.6 Scope of study
1.7 Limitations of study
1.8 Definitions of terms
References
CHAPTER
TWO
2.1 Literature review
2.2 Consumer motivation and behaviour
2.3 Consumers Behaviour Models
2.3.1 Factors influencing consumers behaviour
2.4 Factors that influence consumer purchase and
consumption
of eggs
2.4.1 Consumer motivation
2.4.2 Consumption response and market demand
2.5 Consumer decision process
References
CHAPTER
THREE
3.1 Research methodology
3.2 Methodology
3.3 Population and sample size of the study
3.4 Instrument for data collection
3.5 Data collection
3.6 Methods of data analysis
3.7 Decision criteria for validation of hypothesis
References
CHAPTER
FOUR: PRESENTATION AND ANALYSIS OF DATA
4.1 Questionnaire Administration
4.2 Hypotheses Testing
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 Summary
5.2 Conclusion
5.3 Recommendations
Bibliography
Appendix I
Appendix II
CHAPTER ONE
1.1 INTRODUCTION
Although
all consumers purchase and consume products from time to time, it is generally
agreed that there are some factors that influence
the decision the consumers take when it comes to purchasing and consumption.
This influence helps to shape or determine what is known as consumer behavior.
Consumer’s
decision to buy a particular product is usually subjected to a lot of
influences which include the distinctive living pattern of cultural groups as
well as ethnic, religious and racial backgrounds. Consumption of food products
like the one under survey (egg) could be influenced by various factors such as
(a)
Properties of the food
(b)
Personal related factors and environmental
factors
The
consumers’ knowledge of nutrition of food is also every crucial factor that influences the purchase and consumption
of egg in our society. Since our food consumption pattern is considered to be
poor, most people look out for supplements to augment what they take especially
protein thus the resort to eggs both by adults and young ones.
It
is obvious that no single food contains all the nutrients needed by the body in
amounts sufficient to maintain life and promote optimum growth. Nevertheless, most of what we consume is
carbohydrate and cannot afford other expensive means or foods to get protein.
This is evident in how households and
individuals include eggs in their meals regularly.
However,
in recent times, eggs appear to have been gaining wider patronage among bakers
and hoteliers. The need to make their products tasty and nutritious has
appreciably made all they produce egg based.
1.2 STATEMENT
OF PROBLEM
The
response and increased consumption of eggs by consumers aroused our curiosity
to undertake this study. This is at variance with the historical approach and
perception to the consumption of eggs in
our households and communities.
The
increased consumption of eggs comes as a result of some factors which influence
the purchasing and consumption pattern of consumers. Some times, because of the
irrational behaviour of consumers, they
tend to buy frivolously.
On
the other hand, due to our food pattern and its nutritious values, consumers
tend to use eggs to supplement the nutritious intake of their households.
Consumers also use it as a source of protein for their young ones as well as the adults.
The
central problem, which this research study will tackle, is to identify and
examine those factors that influence consumers’ purchase and consumption of
eggs and also ascertain how consumers react to those factors.
1.3 OBJECTIVE
OF THE STUDY
The following are the objectives of the study:
i.
To examine the relative importance of the
nutrition factors on egg purchase and consumption.
ii.
To ascertain whether or not consumers of
eggs are being influenced by their level of income during purchase.
iii.
To
examine how cultural, social, and income factors influence the purchase and
consumption of eggs as it affects consumers in Enugu.
iv.
To determine the extent the cultural and
financial factors go in influencing the
purchase and consumption of eggs by consumers.
1.4 SIGNIFICANCE
OF STUDY
This
study is thorough research into the
consumption and purchasing pattern of consumers. The study points out the
factors that influence consumer purchase and consumption of eggs. Therefore by
knowing their factors, the supplier/producer will know how best to deal with
consumers.
This
research is also important because of its contribution to this growing field of
knowledge because of peoples misunderstanding of consumer behaviour. This project will be an avenue to
put producer/suppliers in the know about how consumers behave.
1.5 RESEARCH
HYPOTHESIS
The
following hypothesis is to be tested in the course of this research.
H0: That
the consumers level of income does not influence his/her purchase and
consumption of eggs.
H1: That
the consumers level of income influences his/her purchase and consumption of
eggs.
H0: That
the educational level of mothers/housewives does not influence their purchase
and consumption of eggs.
H2: That
the educational level of mothers/housewives influences their purchase and
consumption of eggs.
H0: That
cultural value does not influence the consumers’ purchase and consumption of
eggs.
H3: That
cultural value also influences consumers’ purchase and consumption of eggs.
H0: That
age distribution of a household does not influence the consumer’s purchase and consumption of eggs.
H4: That
age distribution of a household influences consumer’s purchase and consumption
of eggs.
1.6 SCOPE
OF STUDY
This
work covers the factors that influence consumers’ purchase and consumption of
eggs in Enugu.
It X-rays the issues involved in consumer behaviour
with a view to providing a detailed
analysis for better understanding.
The
choice of Enugu
as a special reference is due to the fact that eggs are been consumed
enormously in the city. This is evident in the fact that there is a large
concentration of students in Enugu
who eggs are an important part of their
meal.
1.7 LIMITATIONS
OF STUDY
During
this research work, a lot of constraints
and limitations were encountered. Some of these constraints were usual
constraints encountered during the course of such academic exercise while some
were unusual and boring.
The
research method used in this study has a number of limitations. Concern has
been expressed about a methodology, which relies on a small number of case
studies for its data and the generalizationality
of the findings of the study. However, the objective of the study was to
provide an in-depth understanding of consumer behaviour
thus the selection of individual consumer to be studied.
There
were also the dangers of subjective errors in the data due to either
retrospective bias or distorted perception of respondents or incomplete
recording by the researcher.
Time
is another limitation encountered during the course of the study. Some times,
secondary data collected were not reliable, hence they were rejected. A lot of
time was spent on the selection and examination of secondary data for the
study.
DEFINITIONS OF TERMS
Purchase Decision:
The stage of the buyers’ decision process in which the consumer actually buys
the product.
Cognitive Dissonance: Buyer
discomfort, caused by post purchase conflict.
Adoption:
The decision by an individual to become a regular user of the product.
Consumer Buying Behaviour:
This refers to the buying behaviour of
final consumers – individuals and households that buy goods and services for
personal consumption.