Abstract
Consumers’ choices are usually influenced by religious beliefs, values and emotionalism. The study examined the influence of religion, liberalization and emotionalism on consumer behaviour in Northern Nigeria. Convenient sampling technique was adopted in selecting a total number of 288 respondents who provided requisite data for the study. The study was based on survey design and employed descriptive and inferential statistics (Chi-square) in analyzing data gotten from respondents. The result of the descriptive statistics revealed that majority of the respondents supported the view that religion, liberalization and emotionalism have high and very high influence on consumer behaviour in Northern Nigeria. Accordingly, the study formulated three relevant hypotheses which were tested at the 5% level of significance. The findings of the study revealed that at the 5% level of significance, religion, liberalization and emotionalism had statistically significant influence on consumer behaviour in Northern Nigeria. This was based on the fact that the calculated X 2 was greater than the table value of X 2 at the 5% level of significance. Based on the findings of the study, it was concluded that religious affiliations, emotional attachment and liberalization are significant determinants of the level of variation in consumer behaviour in Northern Nigeria. Therefore, the study recommended for more understanding of the effect of religion, liberalization and emotionalism on consumer behaviour by firms and organizations in order to ensure that its products and services in Northern Nigeria become appealing to the inhabitants. Keyword : Religion, Liberalization, Emotionalism, Consumer Behaviour DOI: 10.7176/JMCR/82-05 Publication date: November 30 th 2021
Highlights
Religion is a major factor which influences the consumption pattern and behavior of consumers in different regions
The measurement was done on the basis of very high influence (VHI) = 5, high influence (HI) = 4, moderate influence (MI) = 3, low influence (LI) = 2, very low influence (VLI) = 1
The study investigated the influence of religion, liberalization and emotionalism on consumer behaviour in Northern Nigeria
Summary
Religion is a major factor which influences the consumption pattern and behavior of consumers in different regions. Northern Nigeria is categorically a multi-religious region despite having majority of its inhabitants as Muslims. This goes to show that religion is a major influencer of decisions made by consumers in the north. As pointed out by Kotler et al (2009), a lot of factors are responsible for the distinct behavior of consumers in the 21st century. This can not be attributed to religion alone or to any single factor but rather to a conglomeration of factors. Consumer behavior is influenced by lots of factors which generally makes it complex to decipher or understand. This has resulted in several conflicting views about the behavioural pattern of consumers
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