EFFECT OF CONSUMER PERSONAL CHARACTERISTICS ON IMPULSE PURCHASE OF FRUIT JUICE AMONG SELECTED STUDENTS OF EKITI STATE UNIVERSITY, ADO-EKITI.

Abstract

The study examines the effect of consumer personal characteristic on impulse purchase of fruit juice among selected students of Ekiti State University, Ado-Ekiti. Specifically, the study examined the effect of consumer personal characteristic (age, income and gender) on impulse purchase of fruit juice among selected students of Ekiti State University, Ado-Ekiti. A descriptive survey research design was adopted for the study. The total population was 2938 students of the three selected faculties (Management Sciences, Law and Medicine and Surgery) in Ekiti State University, Ado-Ekiti. 244 respondents were sampled using paler-calmorin and Calmorin (2006) computed sample size table. Primary data used for the study were gathered through the administration of structured questionnaire. Data gathered were analysed using multiple regression. The study found that the study found that age, gender and income has significant effect on impulse purchase of fruit juice among students of Ekiti State University, Ado-Ekiti. (t=3.327, t=-3.199 and t= 8.557, p<0.05). The study concluded that the constructs of consumer personal characteristic significantly affects impulse purchase of fruit juice among students of Ekiti State University, Ado-Ekiti. The study recommended that marketers, fruit juice producers and fruit juice business managers pay significant attention to customers’ need that are acceptable to students affordability.