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Tourism and Developing Economies: assessing the factors affecting Consumer Purchasing Behaviour in the Nigerian Market

Falekulo, Vincent Olamide (2022) Tourism and Developing Economies: assessing the factors affecting Consumer Purchasing Behaviour in the Nigerian Market. Masters thesis, Dublin, National College of Ireland.

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The purchasing behaviour of consumers is influenced by certain mechanisms and factors. This study assesses the factors affecting the consumer purchasing behaviour in Nigerian market using Lekki Conservation Centre (LCC), Lagos state, and Erin Ijesha Water Fall, Osun State as case studies. The study employed a self-administered questionnaire via google form to obtain information from the respondents. Random sampling method was used to select a total of 100 respondents involved in the survey. Data obtained were analysed using Statistical Package for Social Sciences (SPSS) and results were presented using descriptive statistics. The results of the demographic characteristics of the respondents reveals that 62% of the respondents are female and 77% of the respondents are single and those with university education has the highest representation of 79%. The age distributions with the highest percentages is 21 – 30 years with 79%. Findings indicate that, 85% of the respondents are satisfied with their tourist experience.

The study also revealed the mechanism put in place by Nigerian government which are entrance fee, cool and serene environment, everyday duty, canopy walkway, car parks among others. It also found out that the influence of the mechanisms on purchasing behaviour. In addition, it discovered that the site experience was impressive and satisfactory while affirming they would revisit and recommend the site to other people. About 66.67% of the whole respondents are willing to pay the entrance fee in their next visit due to their satisfaction in their previous visit. Furthermore, factors like, advertisement, lack of fund and personal reasons are among those that can affect purchasing behaviour of consumers. The study concluded that the increased level of satisfaction leads to improved purchasing behaviour which subsequently enhances the revenue of developing economies.

Item Type: Thesis (Masters)
Tan, Eileen
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 20 Mar 2023 15:24
Last Modified: 20 Mar 2023 15:24

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