Consumers Purchasing Behavior, Advertising Mediums, and Generational Differences amongst Civil Servants and Pensioners in Akwa Ibom State

Dr. Imaobong M. Akpan, Dr. Endurance G. Udo and Ofonime M. Akpan
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Dr. Imaobong M. Akpan: Akwa Ibom State College of Education, Afaha Nsit
Dr. Endurance G. Udo: Akwa Ibom State College of Education, Afaha Nsit
Ofonime M. Akpan: Akwa Ibom State College of Education, Afaha Nsit

African Journal of Commercial Studies, 2025, vol. 6, issue 4

Abstract: This study determined the existence of a significant generational difference in consumer purchasing behavior and responsiveness to advertising mediums. To achieve the aim of the study, various generations—Boomers, Gen X, Millennials, and Gen Z—were investigated. The population of this study comprised of all twenty-nine thousand two hundred and fourteen (29,214) civil servants and sixteen thousand one hundred and eighty-one (16,181) pensioners in Akwa Ibom. The sample size of 800 (400 each for civil servants and pensioners, respectively) was selected using Taro-Yamane sample size determination techniques. A structured questionnaire titled: Consumer Purchasing Behavior, Advertising Mediums, and Generational Difference (CPAMG) was used for data collection. The data collected was analyzed using logistic regression, analysis of variance (ANOVA), and descriptive statistics. Findings from the study revealed that generational affiliation influences purchasing behavior, indicating significant differences across generations. Also, Boomers and Gen X showed strong affinity towards traditional media, while Millennials and Gen Z showed more affinity towards social media, with social media influencing Gen Z more than Millennials and Gen X.

Keywords: Advertising; Preference; Consumer; Purchasing; Generational; Nigeria (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsk:2025-77

DOI: 10.59413/ajocs/v6.i4.3

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