ABSTRACT

This study examines the customer’s behaviour and how it affects the growth of a business, University of Benin (UNIBEN) Ugbowo campus as a case study. It specifically focused on ascertaining the effect of cultural factors, social factor, personal factors and psychological factors on consumer buying behaviour, as the dependent variable. Four (4) research questions were raised and literature of other researchers were reviewed. Using the descriptive survey research design, data was collected through the aid of a questionnaire. The questionnaire was structured according to the research questions and distributed to sample population of 100 respondents. Result from the study revealed that cultural factors have significant impact on consumer buying behaviour in influencing business growth in UNIBEN. Hence, cultural considerations affect how people patronise a particular product. Social factors have significant impact on consumer buying behaviour in influencing business growth in UNIBEN. Therefore, a persons’ social affiliation highly affects their buying behaviour. Personal factors have significant impact on consumer buying behaviour in influencing business growth in UNIBEN. A persons’ personal lifestyle will determine their buying behaviour. Psychological factors have significant impact on consumer buying behaviour in influencing business growth in UNIBEN. It was however recommended that businesses should ensure that social consideration of customers are put in perspective if they are to positively influence customers buying behaviour; firms should ensure the their products appeal to the psychology of customers so as to gain more patronage; and that brands should endeavour to increase the awareness of customers on their products so that customers can have positive perception of their brands.