The influence of Income, Product Country Image on Consumer Behaviour in Nigeria

Abstract

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.