World Academic Research Journals
World Academic Journal of Food Science, Human Nutrition and DieteticsISSN - 2671-4310
image
World Academic Journal of Food Science, Human Nutrition and Dietetics

Impact of consumer demographic variables on their satisfaction with household purchases


World Academic Journal of Food Science, Human Nutrition and Dietetics ISSN 2671-4310 Vol. 2(5),pp 254-259 July, 2017. © World Academic Research Journals

Full length research paper

 

Impact of consumer demographic variables on their satisfaction with household purchases

 

 

AMFANI-JOE C.E1* and OSABO P.O2

1Department of Home Science and Management, Faculty of Agriculture, Nasarawa State University, Keffi, Nigeria.

2Department of Home Science and Management, College of Food Science, University of Agriculture, Makurdi, Benue State, Nigeria.

 *Corresponding Author’s Email: anfanijoe@gmail.com

 

Received 11 May, 2017 Accepted 02 June, 2017

Abstract

The study assessed demographic variables influencing the satisfaction levels of consumers with household purchases. The descriptive survey research design was adopted as the research design for the study. The instrument constructed comprised the demographic factors as the independent variables, sixteen (16) open ended questions and twenty one (21) item question on a five point Linkert scale as the dependent variable. The instrument was validated and chronbachs Alpha coefficient reliability was determined at 0.816. A convenient sampling techniques was used to collect data from two hundred and fifty (250) respondents for statistical analysis using the SPSS, Frequencies, percentages regression estimates, t-test and ANOVA at P>0.05 were used for the analysis. Estimated beta coefficient for the multinomial regression model showed that age and years of marriage of respondents were found to be significant (P<0.05) while religion account for satisfaction at (P<0.10). Other variables did not have much impact with household purchases. T-test revealed that males did not differ significantly from females in their satisfaction with household purchases. Age ranges of respondents observed F-value at 5,244 df was 3.110 with probability level of significance of 0.010 (P<0.05).Satisfaction was observed in the age range grouping of 55yrs and above. Obtained f-value observed at 6,243 df was 2.903 at significant level 0.009 (P<0.05). Educational attainment post hoc test showed that those with primary education were least satisfied than those with tertiary certificates who had highest level of satisfaction. For family lifecycle, there was significant difference at observed f-value of 6.082df was 2.247 significant level 0.003 (P<0.03).Post hoc test concluded that early family lifecycle stage was not significantly different from the expanding stage but at the contracting stage. Level of satisfaction was not found to be significantly different from the family type. F-value obtained at 2,247 df was 1.302 at level of significance 0.274 (P<0.05). It can be concluded that age, educational attainment and family lifecycles only were demographic factors that constituted significant difference with household purchase. It is recommended that this study be extended to other cities of Nasarawa State in order to determine if the results of this study is peculiar only to residents of Lafia, the capital city of Nasarawa State.

 

Keywords: Consumer, demographic, household, impact, purchases, satisfaction