The Influence of Religion, Liberalization and Emotionalism on Consumer Behaviour: Evidence from The Northern Nigeria.

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 X² was greater than the table value of X² 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