Nigerian Consumer Behaviour Towards Agricultural Products: A Case Study of Milk

Ejike, Ihechiluru Blessing (2020) Nigerian Consumer Behaviour Towards Agricultural Products: A Case Study of Milk. Masters thesis, Griffith College..

[img] Text
Ihechiluru Blessing Ejike.pdf

Download (855kB)
[img] Other (Plain Text Bibliography)
Ihechiluru Blessing Ejike.txt - Bibliography

Download (73kB)


This research explored the Nigerian consumer behavior towards milk, and the factors that contribute to low consumption of milk was brought to the fore. It is imperative for producers and marketers to have an insight into the behavior of consumers to channel marketing efforts to meet the needs of consumers, for consumer’s satisfaction, benefits to producers, marketers and the economy at large. The purpose of this study is to identify the factors that influence consumer behaviors, the perception of milk and to analyze the effect of advertisement on consumer behavior. Using a qualitative approach and interpretivist paradigm, data was gathered from semistructured interviews conducted on three participants in Nigeria. This data was analyzed using open axial coding where reoccurring themes were identified. Results showed that people were favorably disposed to milk. However, the income of consumers, the price of milk was a major reason for low consumption. Also, poor electricity leading to preservation problem contributed negatively. The perception of milk to be mainly for children, seems to leave out the young adults and the elderly from active interest in milk consumption. Furthermore, deficient advertisement which focuses more on children coupled with government inadequacies in areas of electricity and local production contribute to low consumption. The implication of the research showed the need for functional inclusive advertisements with sufficient information on the benefits of milk, the need for marketers to understand the need of all segments of the population and improved government policies in terms of providing electricity and better preservation options. Further studies need to establish the best means of creating effective inclusive awareness, increased options for food that complements milk and improvement of government policies in terms of electricity and improved local production.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Nigerian Consumer Behaviour, Agricultural Products and Milk
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
S Agriculture > S Agriculture (General)
Divisions: Graduate Business School > MSc in International Business Management
Depositing User: Ms Tehseen Faisal
Date Deposited: 06 Feb 2021 15:31
Last Modified: 06 Feb 2021 15:36

Actions (login required)

View Item View Item