PERCEIVED QUALITY AND BELIEF SYSTEM AS PREDICTORS OF COMPULSIVE BUYING BEHAVIOUR AMONG UNDERGRADUATE STUDENTS IN ANAMBRA STATE

Abstract

This study aimed to investigate perceived quality and belief system as predictors of compulsive buying behaviour among undergraduates in Anambra State, Nigeria. A total of 168 undergraduate students participated in the study. Their ages ranged from 18 to 38 years with a mean age of 23.7 years and a standard deviation of 2.14. Participants were selected using cluster and stratified sampling techniques, which are non-probabilistic sampling methods. The instruments administered included the Perceived Quality Index, Compulsive Buying Scale, and Personal Belief System Scale. The study adopted a correlational research design, and the data collected were analyzed using multiple regression statistics. The results revealed that perceived quality positively and significantly predicted compulsive buying behaviour among undergraduate students (R² = 0.607, β = 0.779, p < 0.05). Additionally, belief system significantly predicted compulsive buying behaviour (R² = 0.826, β = 0.469, p < 0.05). Furthermore, perceived quality and belief system jointly and significantly predicted compulsive buying behaviour (β = 0.750, p < 0.05). These findings provide insights into the psychological and consumer behaviour patterns influencing undergraduates' purchasing tendencies. Therefore, it is recommended that government agencies, educational institutions, and consumer protection bodies take proactive measures to mitigate compulsive buying tendencies. These include enhancing financial literacy education, regulating advertisements targeted at students, restricting promotional offers that encourage compulsive buying, implementing stronger consumer protection laws, and providing counseling services for students struggling with compulsive buying behaviour.