KUYE, PRECIOUS OLUWAYEMISI and Covenant University, Theses (2020) EFFECTS OF NEURO-ASSOCIATIVE PROGRAMMING TOOLS ON CONSUMER IN-STORE PURCHASE DECISION: A STUDY OF CUSTOMERS OF NOVARE MALL, SANGO-TEDO LAGOS STATE. Masters thesis, COVENANT UNIVERSITY.
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Abstract
This research examined the Effects of Neuro-Associative Programming Tools on Consumer In-Store Purchase Decision: A Study of Customers of Novare Mall, Sango-tedo Lagos State. The study sought to find out how certain stimuli exposed to our sense organs can influence planed or impulse purchase decision right there in the store because these decision affect the sales and profit of the store. These stimuli includes touch stimuli, sight stimuli, sound stimuli and scent stimuli which were identified as neuro-associative programming tools, however, the research area used is Novare mall a consumer goods retail outlet where the tools are well pronounced. Shopping in a brick and mortal enables the consumer experience the store, this experience begins immediately the consumer steps into the store, and is anchored dictated by emotions, interestingly exposing the consumer to certain stimuli can trigger certain emotions, therefore influencing the decision made in the store. The general objective of this study is to understand the effects of neuro-associative programming tools on consumer in-store purchase decision. Based on this objective, an explanatory research design was adopted, using quantitative research approach, questionnaire was developed as the primary data tool and was administered to 353 respondents, however, only 340 was recovered and valid for analysis. The analyses was done using Regression analysis to test these hypotheses as well as descriptive statistics such as tables, frequencies and percentages through Statistical Package for Social Sciences (SPSS) to crystalize the findings. Our findings suggest that there is a strong positive significant relationship between touch and sound stimuli and routine purchase decision, then positive significant relationship between sight and scent stimuli on impulse buying decision. Therefore, the findings showed that all four hypotheses are significant and supported. With the understanding of the influences of these tools on the purchase decision made in the store, retail managers can gain competitive advantages in the consumer goods retail industry as these decisions made can determine loyalty, builds trust and helps the store meet the needs of actual and potential customers. However, the retail managers need to understand what triggers the different customer mix as the retail store is an outlet for consumer goods that satisfy the needs of different segment of the market demographically.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | In-store purchase-decision, Neuro-assocative programming tool, Stimuli, Consumer behaviour |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | AKINWUMI |
| Date Deposited: | 15 Nov 2022 10:10 |
| Last Modified: | 15 Nov 2022 10:10 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/16447 |
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