Globalization and Consumer Behaviour in Covid-19 Era: A Study of Evangel University Akaeze, Ebonyi State

Abstract

This study focused on globalization and consumer behaviour in the covid-19 era: A study of Evangel University Akaeze, Ebonyi State. The objective was to determine the relationship between technology and consumer behaviour. The study is a descriptive survey research that is fact-finding in nature. The sources of data collection used in this research were primary and secondary data. The primary data was collected from a sample of 171 respondents using questionnaire. This was a four-point scale questionnaire. The data collected for the study were analyzed using both descriptive (tables, mean, etc.) and inferential (correlation) statistics and SPSS to test the hypothesis. The hypothesis formulated was tested at 0.05 level of significance. The finding of the study was that there is a significant (p<0.05) relationship between technology and consumer behaviour. Finally, it was recommended that there is need for firms and organizations to understanding the key factors affecting the behaviour of consumers. The importance of the factors, the intensity of their effect and their relationship with consumers and globalization characteristics is crucial for firms' project team to improve its chances of making the right decisions.