DETERMINANTS OF CONSUMER PURCHASE AND CONSUMPTION OF TOILETRIES AMONG CRESCENT UNIVERSITY STUDENTS

This study examined the determinants of consumer purchases and consumption of toiletries among female students of Crescent University, Abeokuta. The objectives were to identify commonly purchased toiletries, analyze purchasing behaviors, assess consumption patterns, and investigate the key determinants influencing these behaviors. Data were collected through a structured questionnaire administered to 120 female students across different colleges and analyzed using descriptive statistics and multiple regression analysis. The findings revealed that price-related factors, such as discounts and promotions, were the strongest determinants of purchasing behavior, while income (monthly allowance) significantly influenced consumption patterns. Education and brand preference also played vital roles, as students with higher awareness showed stronger consideration of product quality and labeling. Social influences, particularly peer and family recommendations, were found to significantly shape consumption choices, although social media advertisements showed weaker influence. Regression results indicated that education, price, and income had significant positive effects on both purchase behavior and consumption patterns, while location had a negative but varying effect. Furthermore, a strong positive relationship was established between purchase behavior and consumption patterns, showing that how students buy toiletries strongly determines how they use them. The study concludes that female students’ toiletry consumption is primarily driven by economic constraints, peer influence, and brand perception. It recommends student-friendly pricing strategies, improved campus retail outlets, and peer-based marketing approaches. The findings provide useful insights for marketers, retailers, and policymakers targeting the student consumer segment in developing economies.