EFFECT OF DEMOGRAPHIC CHARACTERISTICS ON CONSUMER IMPULSE BUYING AMONG CONSUMERS OF CALABAR MUNICIPALITY, CROSS RIVER STATE

The study examined the effect of consumers’ demographic characteristics on impulse buying. Data were obtained through the administration of 400 copies of questionnaire to consumers in market places, supermarkets and high traffic points across Calabar Metropolis using accidental sampling technique. The multiple regression results revealed that 88% of impulse buying was accounted for by the combination of consumers’ demographic characteristics. The ANOVA result indicated that consumers’ demographic characteristic had significant influence on impulse buying (F- ratio 4, 395 = 754.033, p