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.
Researchers and Practitioners have been interested in the field of buying behavior for the past sixty years (Clover,1950; Stern,1962; Rook, 1987; Peck & Childers, 2006; Chang, Eckman & Yan, 2011). Impulse buying behaviour is described as a ‘’sudden, compelling, hedonically complex purchasing behaviour in which the rapidity of the impulse purchase decision process precludes thoughtful, deliberate consideration of all information and choice alternatives’’. This above description is largely based on interviews and surveys of westerners or Europeans in the works of Bayley and Nan-corrow, 1996; Rock, 1987; Weinbery and Gottwald, 1982).
kacen and lee, (2002), demonstrated the growing interest in cultural differences in consumer behaviour and highlighted the importance of understanding the cultural context of consumer behaviour in an increasingly globalise market place. While studies in American and Western societies expand the frontiers of this understanding, little is known about the influence of culture on buying behaviour in societies like Nigeria.
In Nigeria today, we have not less than 250 ethnic groups and each group has a measure of cultural differences, which distinguish them from every other group. Their mode and method of behaviour varies from one ethnic group to the other and the mode of buying varies from one local market to the other. It is possible that different cultures of these many ethnic groups in Nigeria influence the buying decision of many consumers.
1.2STATEMENT OF THE PROBLEM
Previous researches conducted in the United States and Great Britain has shown that many factors influence impulsive buying behaviours; the consumers’ mood or emotional state. Donovan-Rossiter, Marcoolyn, and Nesdale, (1994) on trait buying impulsiveness, Puri, (1996), Rook and Fisher, (1995) worked on normative evaluation of the appropriateness of engaging in impulse buying, self identity and demographic factors such as age, sex (Wood, 1998). Interestingly, all these factors that have been linked to impulse purchasing are also likely to be influenced by culture. The intention of this work is to evaluate the moderating effects of culture on this buying behaviour in Nigeria.
1.3 OBJECTIVES OF THE STUDY
The main and focal point of this research work is on the survey of culture and its effects on the buying behavior of consumers in Nigeria. Others objectives are.
1.To understand the cultural content of consumer behaviour in an increasingly globalise marketplace
2.To learn the factors which determine consumers’ purchases in Nigeria
3.To establish, if, consumers in Nigeria experience instantaneous, overpowering and persistent desire to buy certain products.
4.To identify the moderating role of culture during these periods
1.4 RESEARCH QUESTION
Few questions are constructed, which on answering will effectively evaluate the effects of culture on buying behavior of consumers. Questions are.
1.What is the cultural content of your behavior in this increasingly globalize marketplace?
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