AN ANALYSIS OF MOTIVATIONAL INFLUENCES OF CUSTOMER BUYING BEHAVIOUR OF INDUSTRIAL PRODUCTS IN THE SOUTH EASTERN STATES

📄 Project 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=1-6ds/N (Ns-1). The findings of this research shows that a)