Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour in Nigeria ()
ABSTRACT
This study examined the relationship
between Foreign Brand Admiration, Product Perceived Quality 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 384 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 for the analysis of the data using SmartPLS 4 statistical software. The study is supported
by Reasoned Action Theory. The findings show that the Product Perceived Quality
has a positive significant impact on Consumer Behaviour while Foreign Brand
Admiration could not influence Consumer Behaviour. The study conducts relevant
reliability and validity tests to ensure the consistencies of the constructs.
The study contributes that Foreign Brand Admiration influenced Consumer Behaviour of rice consumers in Nigeria and this provides
implications for marketers and policymakers in Nigeria.
Share and Cite:
Abubakar, A. , Abubakar, H. and Daniel, C. (2023) Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour in Nigeria.
Open Journal of Business and Management,
11, 2555-2571. doi:
10.4236/ojbm.2023.115141.
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