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AN EMPIRICAL STUDY OF CONSUMER IMPULSE BUYING BEHAVIOUR IN LOCAL MARKETS IN ENUGU STATE, NIGERIA
EMEZUE Leonard NnabugwuAGU, OkoroAguOKOCHA, Ebere Rejoice
Abstract:
The purpose of this research work is to highlight an empirical study of consumer impulse buying behaviour in local markets. Specifically, the study aimed to purse the following objectives: to determine the relationship between product nature and consumer impulse buying behaviour, to ascertain the effect of in-store display on consumer impulse buying behaviour, to determine the influence of salesperson in consumer impulse buying behaviour. The study had sample size of 300 which realised through convenience sample method; instrument used for data collection was primarily questionnaire and interview
