ASSESSMENT OF INFLUENCE OF CONSUMER INFORMATION AWARENESS ON HOMEMAKERS’ DECISION MAKING IN SELECTING FAMILY GOODS AND SERVICES IN SOUTH-EAST, NIGERIA
| TABLE OF CONTENTS | ||
| Title Page | ii | |
| Declaration | iii | |
| Certification | iv | |
| Dedication | v | |
| Acknowledgements | vi | |
| Table of Contents | vii | |
| List of Tables | x | |
| List of Appendices | xii | |
| List of Abbreviations | xiii | |
| Operational Definition of Terms | xv | |
| Abstract | xvi | |
| CHAPTER ONE: INTRODUCTION | ||
| 1.1 | Background of the Study | 1 |
| 1.2 | Statement of the Problem | 5 |
| 1.3 | Objectives of the Study | 7 |
| 1.4 | Research Questions | 7 |
| 1.5 | Null Hypotheses | 8 |
| 1.6 | Basic Assumption of the Study | 9 |
| 1.7 | Significance of the Study | 9 |
| 1.8 | Delimitation of the Study | 12 |
| CHAPTER TWO: REVIEW OF RELATED LITERATURE | ||
| 2.1 | Theoretical Framework | 15 |
| vii | ||
| 2.1.1 | Theory of Trying | 15 |
| 2.1.2 | Theory of Consumer Purchase Decision Process | 16 |
| 2.2 | Conceptual Framework | 20 |
| 2.2.1 | Concept of Consumer Information | 20 |
| 2.2.2 | Consumer Rights and Labeling | 28 |
| 2.2.3 | Concept of Decision Making | 33 |
| 2.2.4 | Challenges Homemakers Encounter in Utilizing Consumer Information | 41 |
| 2.2.5 | Ways of Enhancing Utilization of Consumer Information | 45 |
| 2.3 | Review of Related Empirical Studies | 55 |
| Summary of Reviewed Literature | 72 | |
| CHAPTER THREE: RESEARCH METHODOLOGY | ||
| 3.1 | Research Design | 75 |
| 3.2 | Population for the Study | 76 |
| 3.3 | Sample size and Sampling Procedure | 76 |
| 3.4 | Instrument for Data Collection | 77 |
| 3.4.1 | Validation of the Instrument | 78 |
| 3.4.2 | Pilot Study | 78 |
| 3.4.3 | Reliability of the Instrument | 78 |
| 3.5 | Procedure for Data Collection | 80 |
| 3.6 | Procedure for Data Analysis | 80 |
| CFHAPTER FOUR: DATA PRESENTATION AND ANALYSIS | ||
| 4.1 | Analysis of Bio Data | 82 |
| 4.2Answer to Research Questions | 85 | |
| viii | ||
| 4.3 | Testing of Hypotheses | 95 |
| 4.4 | Summary of Major Findings | 106 |
| 4.5 | Discussion of Findings | 108 |
| CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION | ||
| 5.1 | Summary | 119 |
| 5.2 | Conclusion | 121 |
| 5.3 | Contribution to Knowledge | 121 |
| 5.4 | Recommendations | 122 |
| 5.5 | Suggestions for Further Studies | 123 |
| References | 124 | |
| Appendices | 135 | |
ABSTRACT
The study investigated the influence of awareness of consumer information on homemakers‟ utilization in decision making for selecting family goods and services in South-East of Nigeria. The specific objectives were to: determine the available sources of consumer information for homemakers selection of goods and services; ascertain levels of awareness of consumer information of homemakers in selecting family goods and services; determine levels of awareness sources of consumer information for selecting goods and services; determine extent of utilization of consumer information for purchasing goods and services, determine socio-economic factors affecting homemakers‟ decision on selection of goods and services; determine factors that influence homemakers‟ decision making on selection of goods and services. There were six research questions and six hypotheses formulated in line with the objectives. The population of the study was 1031 which was also the sample size for the study. The study used descriptive survey design. A questionnaire titled consumer information awareness was designed and used by the researcher for data collection in this study. The data was analyzed using frequency and percentages for Bio data. Mean and standard deviation were used for educational qualification and level of income of the respondents and the six research questions. Simple linear regression was used for the six hypotheses at p<0.05 significance level. The results revealed an overall mean of 2,81 signifying that available sources of consumer information influenced homemakers‟ selection of goods and services (R2=.436,AdjustedR2=.423,p=.000). Result on levels of awareness of consumer information revealed an overall mean of 3.26 signifying significant influence(R2=.092,Adjusted R2=.074,p<0.05). Result on levels of awareness of sources of consumer information revealed an overall mean of 2.54 signifying influence on homemakers‟ selection of goods and services. Result extent of utilization of consumer information has influence on homemakers‟ purchasing of goods and services (R2=.166, Adjusted R2=.153, p<0.05). Result on socio-economics factors that influence homemaker‟ decision revealed an overall mean of 3.14 signifying influence on homemakers‟ selection of goods and services (R2=.108,Adjusted R2=.096,p<0.05). Result on factors that influence homemakers decision making revealed an overall mean of 3.00 signifying that the factors influenced homemakers‟ in selecting goods and services (R2=.034,AdjustedR2=.029, p<0.05). Based on the findings of this study, it was concluded that availability of sources of information, levels of awareness information, extent of utilization of information, socio-economic factors affecting decision and factors influencing homemakers decision making had significant influence on homemakers‟ selection of family goods and services. It was therefore recommended among others, that consumer education training and retraining should be carried out through seminars and workshops by home economics teachers to enlighten homemakers, curriculum planners should include consumer education in all levels of education in Nigeria, monitoring team set up by the State Government should check the activities of consumer agencies to ensure that they do their jobs, and National Agency for food and Drugs Administration and Control (NAFDAC) should publish information about new products promptly to enable consumers be informed.
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