CHAPTER TWO
REVIEW OF RELATED LITERATURE
Introduction
This Chapter presents a comprehensive review of the literature relevant to this study, focusing on the impact of economic hardships on consumer behaviour, particularly among students. It explores various theoretical frameworks and empirical studies that highlight how financial crises shape purchasing decisions, with an emphasis on low-cost products like pure water. The chapter also identifies gaps in the existing research, such as the lack of student-specific studies, limited regional analysis, and underexplored psychological factors. By analyzing these themes, this literature review provides the foundation for understanding how economic challenges influence student consumption patterns.
Theoretical Framework
Theory of Planned Behaviour
The Theory of Planned Behaviour (TPB), proposed by Ajzen (1991), is a widely recognized framework for understanding consumer decision-making. This theory posits that individual behaviour is driven by three key factors: attitudes toward the behaviour, subjective norms, and perceived behavioural control. According to TPB, a person’s intention to engage in a behaviour is influenced by their attitude toward the behaviour, the social pressure they perceive from others, and their perceived control over performing the behaviour (Ajzen, 1991). This model provides a structured approach to analyzing how various factors combine to shape consumer intentions and actions, making it a valuable tool for understanding purchasing behaviour.
One of the primary strengths of the Theory of Planned Behaviour is its comprehensive nature. It integrates multiple dimensions of consumer decision-making, offering a nuanced view of how attitudes and external pressures can affect behaviour. This is particularly relevant for analyzing how students’ perceptions of economic hardships influence their purchasing decisions. For instance, students’ attitudes toward spending, the perceived expectations of peers and family, and their control over financial resources all interact to impact their buying behaviour, especially in the context of economic constraints (Cletus & Ejima, 2020). By focusing on these elements, TPB helps in predicting how students might adjust their consumption patterns in response to financial pressures.
However, the Theory of Planned Behaviour is not without its criticisms. One major critique is that it may oversimplify the decision-making process by not adequately accounting for emotional and situational factors that can also influence behaviour (Havlena & Holbrook, 2020). For example, the theory primarily focuses on rational decision-making and might not fully capture how stress or emotional responses to economic difficulties can affect students’ purchasing decisions. This limitation means that while TPB provides a solid foundation for understanding consumer intentions, it may need to be supplemented with additional insights into emotional and situational influences to offer a more complete picture.
Despite these criticisms, the Theory of Planned Behaviour remains highly relevant for studying students’ purchasing behaviour amid economic hardships. It provides a structured way to analyze how students’ attitudes towards spending, the social norms they perceive, and their control over financial resources shape their consumption patterns. By applying TPB, researchers can gain valuable insights into how economic challenges impact students’ buying behaviour, allowing for more effective strategies to address their needs and preferences (Foxall & Goldsmith, 2020).
₦5,000.00 – DOWNLOAD CHAPTERS 1-5
CHAPTER THREE
METHODOLOGY
Introduction
Chapter Three outlines the methodology employed in this study to examine the impact of economic hardships on student purchasing behaviour, particularly for low-cost products like pure water. The chapter details the research design, population, sampling techniques, data collection methods, and instruments used to gather relevant information. It also discusses the validity and reliability of the instruments, along with the data an
Struggling with statistics? Let our experts guide you to success—get personalized assistance for your project today!