Faculty of Management Sciences

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Author: search.filters.author.Cross Ogohi DanielSubject: search.filters.subject.Consumer Behaviour

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    The influence of Income, Product Country Image on Consumer Behaviour in Nigeria
    (International Journal of Management Studies and Social Science Research, 2023-02-02) Alfa Abubakar; Abubakar Hadiza Saidu; Cross Ogohi Daniel
    This study examined the relationship between Income, Product Country Image and Consumer Behaviour among rice consumers in Nigeria. The study adopts a correlation research design and employs a questionnaire to collect primary data from 494 respondents in Jigawa, Kaduna, Kano, Katsina, and Kebbi States in 2023. In the process of collecting data, 600 questionnaires were distributed equally to respondents in the five states out of which 545 were returned. 51 of the returned questionnaires were rejected. Therefore, there is response rate of 82%. The study employed formula for calculation of the sample size of an unknown population to arrive at 323 respondents, but in order to avoid non-response biasness; the study increased the sampling size to 600. Structural Equation Modelling (SEM) regression technique is employed to analyse the data using SmartPLS 4 statistical software. The study is supported by Reasoned Action Theory and Engel's Income Effect theory. The findings show that Income and Product Country Image, have a significant impact on Consumer Behaviour. The study conducts relevant reliability and validity tests to ensure the consistencies of the constructs. In the process, the study contributes that both Income and Product Country Image influence Behaviour of rice consumers in Nigeria and this provides implications for marketers and policymakers in Nigeria.
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    Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour in Nigeria
    (Scientific Research Publishing Inc., 2023-02-02) Alfa Abubakar; Abubakar Hadiza Saidu; Cross Ogohi Daniel
    This study examined the relationship between Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour among rice consumers in Nigeria. The study adopts a correlation research design and employs a questionnaire to collect primary data from 494 respondents in Jigawa, Kaduna, Kano, Katsina, and Kebbi States in 2023. In the process of collecting data, 600 questionnaires were distributed equally to respondents in the five states out of which 545 were returned. 51 of the returned questionnaires were rejected. Therefore, there is response rate of 82%. The study employed formula for calculation of the sample size of an unknown population to arrive at 384 respondents, but in order to avoid non-response biasness, the study increased the sampling size to 600. Structural Equation Modelling (SEM) regression technique is employed for the analysis of the data using SmartPLS 4 statistical software. The study is supported by Reasoned Action Theory. The findings show that the Product Perceived Quality has a positive significant impact on Consumer Behaviour while Foreign Brand Admiration could not influence Consumer Behaviour. The study conducts relevant reliability and validity tests to ensure the consistencies of the constructs. The study contributes that Foreign Brand Admiration influenced Consumer Behaviour of rice consumers in Nigeria and this provides implications for marketers and policymakers in Nigeria.