Abstract
The study examined the influence of culture and ethnicity on the consumption pattern of consumers in an agrarian settlement in Nigeria. Simple random sampling technique was adopted in selecting a total number of 70 respondents who provided requisite data for the study. The study employed the descriptive and inferential statistics (Probit regression) in analyzing data collected from the respondents. The result of the descriptive statistics revealed that more than 50% of the total respondents supported the view that culture and ethnicity have great influence on the consumption pattern of consumers in Nigeria. Also, the Probit regression result revealed that out of the 5 explanatory variables, religion, education and customs and tradition have significant influence on consumption pattern of consumers in the country. This was given the fact that the coefficient of religion was significant at 1%, that of education was significant at 5% while that of customs and tradition was significant at 10% level of significance. Based on the findings of the study, it was concluded that Nigeria’s cultural and ethnic diversity is responsible for varying levels of consumption pattern amongst different consumers. Therefore, the study recommended for better cultural tolerance and awareness of all and sundry to ensure a more fruitful cultural and ethnic cohesion and also to foster unity in diversity. Keywords: Consumption, ethnicity, tradition, culture, pattern DOI: 10.7176/JCSD/66-08 Publication date: August 31 st 2021
Highlights
The issue of culture and ethnicity in the dealings of consumers has attracted astute attention in recent times
This implies that an increase in the effect of customs and traditions by one unit will lead to an increase in the probability for not defaulting in a particular choice of consumption by the consumer
The higher the effect which customs and tradition exert on an individual, the higher will be the accompanied effect on his consumption pattern
Summary
The issue of culture and ethnicity in the dealings of consumers has attracted astute attention in recent times. According to Umoren (1996) humans strive to associate with one another with a view to ensuring that everyone live in peace and harmony This implies that starting from birth, humans need to learn how to associate with each other and how to be acceptable by fellow members of the society. As pointed out Ijewere et al (2012), humans are social beings and cannot live in isolation This shows that all humans regardless of culture and ethnicity must always learn to live with one another in the society. As a matter of fact, most of these values and belief systems are passed from one generation to another and are not values created by a single individual Oftentimes, these norms, values and belief systems are inculcated through daily learning in the society and acquired experiences which are the major behavioural regulators (Kotler, 2002). In his work, De-Silva et al (2010) noted that other smaller units of the society such as the peer groups, family, church, work, school amongst others are the major linkage through which these values and belief systems are transmitted
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