ABSTRACT
The main purpose of this study is to identify the motivational influences on customer buying behaviour of industrial products in the south- eastern states and to profer strategies that would enable producers of industrial products to gain a desirable fair market share. The south- eastern states covered in this study are- Anambra, Enugu, Ebonyi Imo and partly Abia states.
The methodological approach adopted is the survey method of research. The research studied relationship with the buyers of industrial products.
Literature review was made from works done by eminent scholars, professionals and other marketing practitioners and secondary data was sourced too. Primary data for this study was gathered from questionnaires sample and oral interviews administered to industrial users which was tested.
The data collected were tabulated and analyzed using spearman rank order correction coefficient (RHO)rs as test statistic: rs=1-6∑ds/N (Ns-1).
The findings of this research shows that
a) Price plays a significant role in the buying decision of industrial product user / customer.
b) Many industrial product users always make use of straight rebuy method.
c) Though a product many be substandard, people still opted for it.
d) Industrial product customer makes their purchase occasionally.
It is concluded that
a) Price and trade name are significant variables in consideration by industrial customers as motivational factor.
b) Companies with good product image and trade name/mark stand to gain more market share as they adopt straight rebuy method.
c) The study strongly recommends that manufactures of industrial products should improve on their product quality with considerate price reductions, as this highly influenced their customers.
| Project details | Contents |
|---|---|
| Number of Pages | 110 pages |
| Chapter one | Introduction |
| Chapter two | Literature review |
| Chapter three | methodology |
| Chapter four | Data analysis |
| Chapter five | Summary,discussion & recommendations |
| Reference | Reference |
| Questionnaire | Questionnaire |
| Appendix | Appendix |
| Chapter summary | 1 to 5 chapters |
| Available document | PDF and MS-word format |
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