British Journal of Marketing Studies (BJMS)

EA Journals

locus of control

Locus of Control and Consumer Purchase Intention of Fabric Materials in Abia State (Published)

This study established the relationship between locus of control and consumer purchase intentions of fabrics in Abia state. Locus of control is a psychological concept that points where a consumer’s source of control is located. An individual’s source of control accounts for the differing purchase decisions made even for the same product. The study was anchored on attribution theory. The independent variables were search effort, product knowledge, chance and significant others. The dependent variable was purchase intention. The study adopted a correlational research design. Study population was made up of all adult buyers of fabric material in Aba. Sample size was 350using purposive sampling technique. Data generated through questionnaire was analyzed using descriptive statistics and Pearson Product Moment Correlation Coefficient (PPMCC). Result showed a strong positive relationship between search efforts, product knowledge and consumer purchase intention. Result also showed a strong negative relationship between chance factor, significant others and consumer purchase intention. It was therefore recommended that marketers should recognize the influence of locus of control on their customers’ choice decision as the knowledge will help them know what marketing strategy to adopt in other to serve the customers better. They should endeavor to provide necessary product information and make it accessible to consumers.


Keywords: Purchase Intention, chance factor, locus of control, product knowledge, search effort


Generating income and revenue are the primary roles of sales personnel. Whilst management has paid particular attention in training and developing the sales personnel, they seem to negate the profound impact of the personality of the sales person. Given the same sales tools, level of education, and propensity to work, some salespeople succeed where others fail (Martin 2011). The evidence suggests that the personalities of these truly great salespeople play a critical role in determining their success. Some salespeople succeed where others are failing. Why do some sales people succeed where others fail? The research therefore examined the effects of self efficacy, locus of control, and proactive personality in determining sales performance in the telecommunication sector internet service providers (ISP’s) in particular.

Keywords: Internet Service Provider, Sales performance, Salesman personality, locus of control, proactive personality

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