PERCEPTION OF BUSINESS EDUCATION LECTURERS IN COLLEGES OF EDUCATION ON THE INFLUENCE OF RETAIL STORE VARIABLES ON IMPULSE BUYING BEHAVIOUR OF CONSUMERS IN NORTH-WEST NIGERIA

PERCEPTION OF BUSINESS EDUCATION LECTURERS IN COLLEGES OF EDUCATION ON THE INFLUENCE OF RETAIL STORE VARIABLES ON IMPULSE BUYING BEHAVIOUR OF CONSUMERS IN NORTH-WEST NIGERIA

Abstract

This study was carried out to determine the perception of Business Education Lecturers in Colleges of Education on the influence of impulse buying behaviour of consumers.  A survey research design was used for the study.  The study was carried out in the North-west geopolitical zone of Nigeria. The population of the study was 219 Business Education Lecturers in 10 Colleges of Education.  The entire population was studied since it was small and manageable. Seven research questions were answered and three null hypotheses were tested at 0.05 level of significance and 202 degrees of freedom.  A structured questionnaire was developed to collect data for the study.  The questionnaire items were structured on a 5-point Likert  scale.  The questionnaire was face-validated by three experts in Business Education.  The Cronbach’s Alpha reliability test was used to determine the internal consistency of the questionnaire.  A reliability coefficient of 0.75% was obtained.  The researcher and three research assistants administered the questionnaire to the respondents in their various locations.  A total of 204 copies of the questionnaire were retrieved from the respondents for analysis.  The data collected were analyzed using Mean statistic to answer the research questions, while t-test and analysis of variance were used to test the hypotheses at 0.05 level of significance.  The findings of the study revealed that all the items of retail store location, design, merchandise display, merchandise assortment, price of merchandise, customer service, and promotion were accepted by the respondents as having influence on the impulse buying behaviour of consumers.  The findings also revealed that there was no significant difference in the Mean responses of Business Education Lecturers with regards to their ranks, gender and age on the influence of most of the retail store variables on consumer impulse buying behaviour. One of the implications of the findings of this study for Marketing Education is in the area of providing retail information for improving teaching and learning in Business Education which would help students to establish retail enterprises or work effectively rin retail outlets after graduation. Based on the findings of this study, it was recommended, among others, that Business Education Lecturers should effectively teach the retail variables so as to encourage retail entrepreneurship among their students after graduation. Retailers should adopt the retail store variables identified in this study in order to boost their trade and provide a satisfying shopping experience for their customers.