Consumer Buying Behaviour

The study investigated the impact of advertisement on consumer buying behaviour. To achieve the objective of the study, five research questions were raised and answered. The research design adopted for this study is the descriptive survey research design. The population for this study was made up of 5,000 customers and consumers of various beverage products within the University of Benin, Ugbowo Campus. A sample size of 100 beverage consumers within the University of Benin, Ugbowo Campus, was selected to participate in the study. The data collected for this study was analyzed using frequency counts and simple percentages. Findings from the study revealed that quality advertisement significantly influence consumer buying behaviour, with visually appealing, clear, high-quality, and creative advertisements having a strong positive influence on consumer buying behaviour. It was concluded that celebrity endorsement significantly impacts consumer buying behaviour, with admiration, perceived reliability, and celebrity popularity playing key roles in shaping purchasing decisions. Based on the findings, it was recommended that businesses should prioritize visually appealing, clear, high-quality, and creative advertisements to maximize consumer engagement and influence purchasing decisions.

In today’s digital marketplace, social media platforms have become dominant spaces where consumers discover, evaluate, and purchase products. This study investigates the impact of dark patterns on consumer buying behaviour in Benin City, focusing on manipulative design strategies such as urgency cues, perceived scarcity, social proof, hidden costs, and confirm shaming. Anchored in the Theory of Planned Behaviour (TPB) and Social Influence Theory (SIT), the study examines how these deceptive design elements influence consumers’ attitudes, perceived behavioural control, and purchase intentions within social media commerce.A descriptive survey design was adopted, and data were collected through structured questionnaires administered to active social media users in Benin City. The responses were analysed using descriptive statistics and multiple regression analysis with the aid of SPSS software.Findings revealed that urgency cues, social proof, and perceived scarcity significantly influence consumer buying behaviour by creating psychological pressure and fear of missing out (FOMO). In contrast, hidden costs and confirm shaming had weaker effects but negatively impacted trust and post- purchase satisfaction. The study concludes that dark patterns effectively drive impulsive buying but undermine consumer autonomy and long-term loyalty.The research provides practical implications for digital marketers, UX designers, and policymakers, highlighting the need for ethical marketing practices and consumer protection policies in Nigeria’s growing social commerce environment. It also contributes to academic knowledge by integrating behavioural and ethical perspectives into the understanding of online consumer manipulation and decision-making processes.

The study investigated influence of packaging on consumer buying behaviour (CBB) of fast moving consumer goods (FMCG). Goods selected for this study were beverage brands. Namely, Bournvita, Milo and Ovaltine. The specific objectives of the study were to: examine
customers’ perception of packaging elements; ascertain the relationship between packaging elements (visual, structural and informational) and CBB; and find out if consumer demographics significantly influence CBB of the selected beverage brands. To achieve these objectives, a correlational and ex post facto design was adopted for the study. The research instrument – a questionnaire –was administered to respondents drawn
from these locations Ugbowo, Benin City and Airport Road, Warri, Delta State. Of the four hundred (400) questionnaires distributed, three hundred and eighty-five (385) were found to be usable. Data obtained were coded and analysed using descriptive and inferential statistics. The study found that of the various packaging elements, only the structural dimension (material, shape and size) had a significant relationship with consumer buying behaviour for the selected beverage brands: Bournvita, Milo and Ovaltine. Beverage manufacturers must therefore attend to these issues if they desire consumers to be favourably disposed to buying their products.