Influence of Personality and Educational Level on Nigerian Consumers Preference for Foreign Goods

Abstract

This study examined the Influence of Educational Level and Personality on Nigerian Consumer for Foreign Goods. The study used 253 final year students of Nnamdi Azikiwe University, Ordinary National Diploma Students (OND) and Higher National Diploma Students (HND) of Federal Polytechnic Oko, both in Anambra State of Nigeria. The sample was selected through convenient sampling technique. The participants were composed of 51% male and 49% female students; between the age ranges of 19 to 30 years. The mean and standard deviation of their ages were 23.31 and 4.67. The study used Eysenck Personality Questionnaire (E.P.Q) (adult form) and Consumer Perception Scale (C.P.S) to measure the variables of interest. A two-way Analysis of Variance (ANOVA) statistics was used to analyse data gathered from the scales administered. The study found that personality traits and educational level individually, have significant influence on Nigerian consumers’ preference for foreign goods, at .05 level of significance.

Keywords: Personality, Educational level, Consumers, Foreign Goods