Family Demography and Purchase Decision on Speciality Goods in Enugu State, Nigeria.

The study focused on family demography and purchase decision on Speciality goods in Enugu State, Nigeria. The study specifically sought to determine the extent family demographic variables such as family education status, family perceived income level, and family size influences purchasing decision making for specaility goods in Enugu urban, Enugu state, Nigeria. Descriptive survey research design was adopted for the study. A population size of 1,268,831, out of which a sample size of 400 was gotten using Taro Yamen’s formula at 5% error tolerance and 95% level of confidence. Instrument used for data collection was structural questionnaire. Out of 400 copies of the questionnaire that were distributed, 354 copies were returned while 46 were not returned. The hypotheses were tested using Pearson product moment correlation coefficient and simple linear regression statistical tools. The findings indicate that Education status has a significant influence on family purchasing decision making for specialty goods in Enugu State Nigeria. There was a positive relationship between Family size and family purchasing decision making for specialty goods in Enugu State Nigeria. Perceived income has a significant influence family purchasing decision making for specialty goods in Enugu State Nigeria.. The implications of study revealed that education status perceived income , and family size has a significant effect on family purchase decision. The study concluded that a family is the key element that affects the consumption and disposal of the products. It is vital for a seller to identify the issues related to family structure, buying patterns, buying roles and motives of the family members. The study recommended that families should send their families members to school so as to help them to be well placed in life, as well as making them to purchase product of their choose.

Education Status ; Family Size; Family Perceived

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