Impact of Culture on Consumer Buying Behaviour in Idah, Kogi State, Nigeria

Abstract

This study examines the impact of culture on consumer buying behaviour in Idah, Kogi State, Nigeria. The aim of the study is to examine how cultural factors influence consumer buying behavior in Idah, Kogi State, Nigeria. The research adopted a descriptive research design and reached respondents numbering 384 using a Godden sample size formular for an infinite population. However, out of the total respondents of 384 reached only 282 completed and returned their questionnaire giving a retrieval rate of 73%. A structured questionnaire was used to reach respondents and the data was analyzed using a descriptive and inferential statistical technique.  Findings revealed that religion has impact on consumer choice of product, belief has effect on consumer choice of product, norms and taboos has influence on consumer buying behaviour. From the findings, it is concluded that no organization can survive without people, as people constitute a market; therefore, producing a product that has no market will adversely affect the performance of the business. Hence embarking on consumer research will reveal vital information as regards to the nature of consumers and how they make buying decisions. Based on the findings, the research therefore recommends that marketers of consumer goods in Idah local government should strive to increase their existing knowledge of consumers in order to better match the customers’ needs.