Browsing by Author "Awolaja, A.M."
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Item DETERMINANTS OF IMPULSE PURCHASE AMONG CONSUMERS OF DOMESTIC GOODS IN EKITI STATE, NIGERIA(International Journal of Economics, Commerce and Management United Kingdom, 2019-04-01) Adebisi, S.O.; Akinruwa, T.E.; Awolaja, A.M.The study examined the determinants of impulse purchasing among customers of domestic goods. Survey methods were adopted. Data were collected using structured questionnaire and purposive sampling was used to determine respondents. Collected data were analysed using descriptive statistics and hierarchical multiple regression. Variables tested for determinant were visual merchandising, promotion, income, price and appearance of sales person. The results showed that, in order of significance, visual merchandising =.676, promotion =.061, price = .135, appearance of salesperson = .018 and income = .071 were significant determinants of impulse purchasing among customers of domestics goods. It is concluded that visual merchandising, promotion, income, price and appearance of sales person were significant determinant of impulse purchase. Based on these findings, the study recommended that in arranging supermarket, quality brand package and highly attractive products should be placed where customers can easily sight them; Also, expert should be engaged to design and execute promotional activities; Profit element in the price should be moderate; gifts and discount on purchases should be used to give seller a competitive advantage. Supermarket management should employed young neat, attractive male and female attendants and emphasis good dressing code and establish quality training for them as part of management policies. Above all, in pricing and stocking items, consideration should be giving to income levels of consumers within the business environment.