ABSTRACT
The study investigated the effect of consumer behaviour on product patronage. Specifically, the study aimed to empirically ascertain the effect of consumer behaviour on product patronage among undergraduate students, to find out their perception of a product, and as well to identify their needs for the products, how social influence affects their patronage and how their engagement towards patronizing a product. The study also aimed at ascertaining if students level of perception differs in terms of some selected demographic variables (age, gender, and academic level). To achieve this aim, four research questions were raised and four hypothesis generated. The study population comprised of students of the University of Benin, Benin city, Edo state, of which a sample of 100 respondents were conveniently selected. A survey design which entails the use of structured questionnaire in obtaining data on the subject matter was adopted in sampling the opinions of the respondents. A total of 100 copies of the questionnaire was distributed, retrieved and analyzed. The study employed the use of simple frequency, descriptive mean, and simple regression model in analyzing the data. Findings in the study indicated that; Individuals often holds certain perception towards a product offering or brand; this perception ultimately shapes their attitude towards the product, brand, or company. When consumer have negative perception towards a product or brand, they tend to avoid it and likewise discourse others from its usage. Similarly, the recognition of a want or need needed to be met can have severe effect on the way an individual patronizes a product. When a product have the ability of meeting certain needs needs and wants, the individual will be more likely to purchase or patronize such a product. Furthermore, when business interacts with, and engages their customers by maximizing interactions with them, the consumers may feel more committed to the firm and this in turn increases consumer loyalty towards the product.
