Abstract
The study was carried out in six Universities in the North East Nigeria. The study was a descriptive survey design and involved a population of 317 female lecturers drawn from six Universities in the North East Nigeria. No sample was drawn for the study as the entire population of 317 was surveyed, and 218 respondents returned their questionnaires. The instrument for data collection was face validated by three experts, two from the department of vocational teacher education, University of Nigeria Nsukka and one from the department of technology education Abubakar Tafawa Balewa University Bauchi. The instrument was tested for reliability using the Cronbach Alpha formula and obtained a coefficient of 0.82. The research questions were answered using Mean and standard deviation while the Null hypothesis was tested using ANOVA at 0.05 level of significance. The major findings were that branded goods constitute to a high extent, determinants of female lecturers' impulse buying. It was therefore recommended, among others, that while impulse buying should be recognized as a marketing concept and manufacturers, retailers and advertising agents seeking to attract a significant share of consumers' impulse purchases should utilize the strategies revealed in this research, it is however strongly advised that this research create an awareness among consumers on the effective selection and utilization of brand and price mechanism in making wise purchase decision.
Keywords: Impulse buying, Determinants, Brand of goods, Female lecturers,
Publication Date: 2024-07-03