Cultural Patterns in Consumer Decision-Making for Food and Personal Care Products in Nigeria
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| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Consumer behavior élelmiszerfogyasztás fogyasztói magatartás gender Nigéria |
| Online Access: | http://dolgozattar.uni-bge.hu/58747 |
| Kivonat: | This study analyses the cultural patterns that influence consumer decision-making regardingfood and personal care products in Nigeria's fast-moving consumer goods (FMCG) sector. Thisstudy identifies a major gap in literature, which commonly focuses on economic issues abovecultural factors and patterns. It synthesises Hofstede’s Cultural Dimensions with the EngelKollat-Blackwell (EKB) Model to offer an in-depth understanding of the impact of culturalpatterns on Nigerian consumer behaviour. The research adopts a quantitative methodology,using an online-administered structured questionnaire distributed to 489 respondents recruitedthrough convenience sampling across Nigeria. Descriptive statistics, cross-tabulations, ChiSquare tests of independence, and t-tests were used to analyze and explain the findings derivedfrom the data. |
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