International Journal of Applied Research in Social Sciences, 2022
This study focused on sociological factors and consumer buying behaviour towards fashion clothing... more This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards f...
International Journal of Applied Research in Social Sciences, 2022
This study examined the influence of celebrity endorsement on consumer buying behaviour towards t... more This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on...
International research journal of management, IT and social sciences
This study examined the effect of service quality delivery on consumer’s choice of fast foods out... more This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place.
International Journal of Applied Research in Social Sciences, 2022
This study focused on sociological factors and consumer buying behaviour towards fashion clothing... more This study focused on sociological factors and consumer buying behaviour towards fashion clothing. It was carried out to determine the effects of family, peer group, reference group and culture on consumer buying behaviour towards fashion clothing. The study adopted cross-sectional survey research design. A structured questionnaire was used to obtain primary data from 185 consumers of fashion clothing. Data analysis was done using descriptive statistics, while hypotheses testing was done using multiple linear regression. Consequently, the findings of the study revealed that culture (? = .507; p-value = 0.000 < 0.05) had the highest significant positive effect on consumer buying behaviour towards fashion clothing, followed by family (? = .244; p-value = 0.000 < 0.05), reference group (? = .238; p-value = 0.000 < 0.05) and peer group (? = .085; p-value = 0.005 < 0.05). The study concluded that sociological factors are key determinants of consumer buying behaviour towards f...
International Journal of Applied Research in Social Sciences, 2022
This study examined the influence of celebrity endorsement on consumer buying behaviour towards t... more This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on...
International research journal of management, IT and social sciences
This study examined the effect of service quality delivery on consumer’s choice of fast foods out... more This study examined the effect of service quality delivery on consumer’s choice of fast foods outlets. Cross-sectional survey research design was adopted. Primary data was collected from respondents using structured questionnaire. Simple regression in the Statistical Package for Social Science (SPSS) was adopted to analyze the data collected. Consequently, it was found that service tangibility, reliability, responsiveness, assurance and empathy had significant effects on consumer’s choice of fast foods. Thus, it was recommended amongst others, that fast food outlets should be more responsive to consumers’ service requirements by rapidly eliciting and resolving consumers’ enquiries and complaints; consistently deliver fast, strong and reliable service; ensure their personnel treat consumers with politeness and consideration at every point of service encounter and constantly seek ways to offer freshness in order to remain relevant in the market place.
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