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ASSESSMENT OF INFLUENCE OF CONSUMER INFORMATION AWARENESS ON HOMEMAKERS’ DECISION MAKING IN SELECTING FAMILY GOODS AND SERVICES

EDUCATION RESEARCH PROJECT TOPICS AND MATERIALS

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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