PATTERNS OF COGNITIVE APPRAISAL AND CONSUMER PURCHASE DECISION OF MANUFACTURING FIRMS IN PORT HARCOURT  

Abstract

The study sought to establish the relationship between patterns of cognitive appraisal and consumer purchase decision of manufacturing firm in Port Harcourt. The study specifically focused on pleasantness, anticipated effort, and experience in relation to routine purchase decision and impulse purchase decision. The target population of the study comprised customers of twenty six (26) manufacturing firms in Port Harcourt. The data collection instrument was a questionnaire and quantitative data was used. The study used correlation to achieve the specific objectives. Analysis was conducted using SPSS version 21 and the findings indicated that pleasantness, anticipated effort, and experience have a positive and significant relationship with routine purchase decision and impulse purchase decision of manufacturing firms in Port Harcourt. The study recommends that manufacturing firms Management of manufacturing firm should ensure they retain employees who can agreeably associate with customers.