ASSESSMENT OF CONSUMER PRESTIGE-SEEKING BUYING BEHAVIOUR IN ABUJA METROPOLIS

This research was set to examine an assessment of consumer prestige-seeking buying behaviour in Abuja metropolis. The subject mailer introduced the statement of problem, objective of study, hypothesis, research assumption and questions, delimitation and limitations. The review of related literature here knowledge of the concept of product perception is widened through readings from works of experts in textbooks, journals, periodicals, magazines, paper presented at seminars. All sources of references are supported by citing the author, year of publication and page, the research methodology as a subject, the evolution of scientific research method, data collection, sampling technique and work organization. The primary data were originally sourced by the use of questionnaire, observation and oral interview. While, secondary data were obtained from existing materials, these two sources were chosen to complement each other and ensure adequate reconciliation of any discrepancies between the completed questionnaires. The primary data were presented and analysed. The percentage method was used, supplemented by chi-square inn testing hypothesis results obtained from both methods are consistent with each other and thus laid a sound foundation for the findings and recommendations.