T I O N A L JOU International Journal of Social Sciences...

International Journal of Social Sciences. Vol. 10. No. 3. 2016

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International Journal of Social Sciences

An Assessment of Religio-Cultural Determinants of Consumer

Behaviour in Uyo Local Government Area of Akwa Ibom State,

Nigeria.

by

David Thompson Udofia1

Nsikak Eseme Daniel2

Department of Economics, University of Uyo, Uyo 1Email: [email protected]

Phone: +234(0) 8035047413 2Email: [email protected]

Phone: +234(0)8103771777

Abstract

This study aimed at investigating the religious and cultural determinants of consumer

behaviour in Uyo local government area of Akwa Ibom State. It sought to uncover participants’ views, attitudes and reactions when making purchasing decisions that touch

elements of their religion and culture. It also assessed consumers view on marketers in terms

of consideration of their needs. The survey was conducted in April, 2015 and it spanned through to December 2015. Samples of eighty respondents were selected through the simple

random technique and questionnaire method was used as the sample instrument. In order to

analyze the data and information gathered from different respondents, statistical tabulations were done using simple percentages. It was revealed from the study that there was a

significant difference between Religion and other factors like economic, social, and psychological dispositions etc. that determine consumer behaviour. It was also revealed that

religious and cultural factors played a major role in determining consumer behaviour in the

choice of goods and services consumed. It was recommended from the study that manufacturers/marketers should take cognizance of the dominant religious and cultural

backgrounds in a particular area, as this could enhance the type of goods produced; the marketing strategy adopted as well as profit maximization desire of the

INT

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TIONAL JOUR

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mailto:[email protected]

mailto:[email protected]


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manufacturers/marketers, since religion and cultural affinity plays major role in determining

consumer behaviour.

Keywords: Religion, Culture, Consumer Behaviour, Determinants.

1. Introduction

Every day, individuals buying and consuming variety of goods and services with

different tastes, likes and dislikes adopt different behavioural patterns while making

purchase decisions. Many factors including religion affect how individual and indeed

society lives, buy, and consume. Religion, just like culture has considerable influence on

people’s values, habits and attitudes, and it greatly influences lifestyle, which in turn

affects consumer behviour (Delener, 1990, Hirschman, 1982, and Sheth, 1974).Peterson

and Roy (1985) in Delener (1994) commented that one of the functions of religion is to

provide a source of meaning and purpose for people. Religion can provide a framework

which makes life understandable and interpretable. Although religion has been a

significant force in the lives of many individuals, its role in consumer choice can be

characterized as unclear or “fuzzy”. First, religion serves to define the ways to do things

(i.e. established practice) and to provide a series of tools and techniques for social

behaviour (Dudley and Kosinski, 1990). Second, religion either fosters or frowns at

particular choice behaviours (Hawkins, Coney and Best, 1980). Thus, in spite of the

potential importance of the religion or religiosity constructs, empirical investigation of

these constructs in consumer behaviour has been rare. More generally, the religion

practiced in a society influences consumer decision-making roles, as well as societal

institutions and customs.

Since the objective of this study was to investigate religio-cultural determinants of

consumer behaviour, greater emphasis was laid on the specific factors of religion and

culture that make it a powerful force in regulating consumer behaviour. Culture is that

complex whole which includes knowledge, belief, art, law, morals, customs and any other

capabilities and habits acquired by humans as members of the society. Culture in this

narrow sense is defined by Schiffman and Kanuk (1997) as the sum total of learned

beliefs, values, and attitude that serve to guide and direct the consumer behaviour. Thus,

culture consists of traditional ideas and in particular the values, which are attached to

these ideas. He added that much of our behaviour is determined by our culture, but it may

require contact with another culture, with different beliefs and value systems in order to

understand the extent to which it influences us. An accepted concept about culture is that

it includes a set of learned beliefs, values, and attitudes by a society and is transmitted

from generation to generation within that society. The beliefs and value components of

these definitions refer to the accumulated feelings and priorities that individuals have

about things and possessions. More precisely, beliefs are descriptive thoughts that an

individual holds about something. They reflect a person’s particular knowledge and

assessment of something (products and/or brands), values also are beliefs. They are

standards, rules and/or principles that direct our specific behaviours.

Udofia, D. T.and Daniel, N. E.


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Culture influences the pattern of living, consumption, and decision making by

individuals. Culture can be acquired from the family, from the society and through

learning (Kotler, 2000). It forms a boundary within which an individual thinks and acts.

When one thinks and acts beyond these boundaries, he is adopting a cross-cultural

behaviour and may be considered by his immediate society or group as deviant. Given

this broad and pervasive nature of culture, its study generally requires a detailed

examination of the total society; it encompasses all aspects of a society such as its

religion, knowledge, language, laws, customs, traditions, music, art, technology, work

patterns, products, plus all other artefacts that gives a society its distinctiveness. Cultural

beliefs and values can therefore be said to be mental images that affect a wide range of

specific attitudes which in turn influence the way a person is likely to behave in a specific

situation e.g., purchasing a new cloth; the evaluation, choice and finally purchasing a

particular type of cloth over another is largely a function of core cultural beliefs and

values. (Kotler, 2000). He maintained that the set of core beliefs and values in a society

has high degree of persistence, they shape and colour more specific attitudes and

behaviours found in everyday life. Core cultural beliefs and values are passed on from

parents to children and are reinforced by the major institutions of society, schools,

business and government, the mass media, reference groups etc. In our contemporary

society however, some of these institutions especially the last two continue to negatively

reinforce some society’s cultures with particular reference to the way they dress, eat,

behave and speak.

Consumer behaviour involves the psychological processes that consumers go

through in recognizing needs, finding ways to solve these needs, making purchase

decisions (e.g., whether or not to purchase a product and if so, which brand and where),

interpret information, make plans, and implement these plans (e.g., by engaging in

comparison shopping or actually purchasing a product). Little empirical information is

available on the relationship between consumer’s behaviour, religion and culture. Less

attention has been paid to the religious and cultural determinants of consumer purchase

decisions. Furthermore, no multi-dimensional study on the religious and cultural

dimension and orientation that correlate with purchasing roles had ever been reported.

This research is, therefore, designed to investigate religious and cultural determinants of

consumer behaviour

2. Literature Review

2.1 Conceptual Framework

2.1.1. Religion

Clarke and Byrne (1993) identified three sources of doubt about the possibility of

producing a satisfactory definition of religion. They relate to (1) conflicts and unclarities

in the ordinary use of the term; (2) the confused meaning left to the term from its history;

and (3) the obvious divergence in scholarly purposes and approaches to the definition of

religion. A perusal of the current literature on religion reveals a broad spectrum of


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conceptualizations of this construct. According to Kokhlis (2009), among others, religion

has been defined as:

“A belief in God accompanied by a commitment to follow principles believed to be set

forth by God” (McDaniel and Burnett,1990).

“A socially shared set of beliefs, ideas and actions that relate to a reality that cannot be

verified empirically yet is believed to affect the course of natural and human events”

(Terpstra and David,1991).

“An organized system of beliefs, practices, rituals and symbols designed (a) to

facilitate closeness to the sacred or transcendent (God, higher power or ultimate

truth/reality), and (b) to foster an understanding of one’s relation and responsibility to

others in living together in a community” (Koenig, McCullough and Larson, 2000).

“A social arrangement designed to provide a shared, collective way of dealing with the

unknown and un-knowable aspects of human life, with the mysteries of life, death and the

different dilemmas that arise in the process of making moral decisions” Johnson (2000).

“A cultural subsystem that refers to a unified system of beliefs and practices relative to a

sacred ultimate reality or deity” (Arnould, Price and Zikhan, 2004).

“A system of beliefs about the supernatural and spiritual world, about God, and about

how humans, as God’s creatures, are supposed to behave on this earth” (Sheth and

Mittal,2004).

2.1.2 Culture

Culture is the underlying determinant of human decision-making. While

psychology describes how human choices are made, anthropology and study of culture

explains why some choices are preferred to others. A realistic analysis of consumer

choice therefore must include understanding of the cultural content, which moulds human

desire and shape human decision-making.

Schiffman and Kanuk (1997) defined culture as the sum total of learned beliefs,

values, attitudes and that which serve to guide and direct the consumer behaviour of all

members of a society. Culture is the systems of knowledge shared by a relatively large

group of people. Culture is communication, communication is culture. Culture in its

broadest sense is cultivated behavior; that is the totality of a person's learned, accumulated

experience which is socially transmitted, or more briefly, behavior through social

learning. Culture is a way of life of a group of people--the behaviors, beliefs, values, and

symbols that they accept, generally without thinking about them, and that are passed

along by communication and imitation from one generation to the next. Culture is

symbolic communication. Some of its symbols include a group's skills, knowledge,

attitudes, values, and motives.

2.1.3 Consumer Behaviour

Reteratals (2000) defined consumer behaviour as: “the physical action of consumer

that can be directly observed and measured by others”. Consumer behaviour is seen as

overt behaviour by Reteratals. It is called overt behaviour to distinguish it from mental

activities such as thinking that cannot be observed directly.



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The American Marketing Association (1995) defined consumer behaviour as “the

dynamic interaction of effect and cognition behaviour and the environment by which

human beings conduct the exchange aspect of their lives”. The term effect refers to

feelings, responses, or emotional reaction whereas cognition means mental responses such

as thinking, remembering or knowing. Achumba (1996), viewed consumer behaviour as

“the activities of people engaged in actual or potential use of market items whether

products, services, information or ideas”. In other words, consumer behaviour are simply

those act of individual, directly involved in obtaining and using economic goods and

services presently or as in the future.

According to Engel, Blackwell and Kollat, consumer behaviour is the act of

individuals directly involved in obtaining and using economic goods and services

including the decision processes that precede and determine these acts”. In this reference,

the authors critically defined consumer behaviours as the reaction of consumers to

economic goods and services with the necessary factors that influence individuals to

behave as they do towardsthese goods and services.

2.2 Theoretical Framework

2.2.1 Religion in the Social Sciences

The role and stature of religion in social scientific thinking has a tumultuous

history. Religion played a central role in the development of early social science

disciplines, and has been studied, though often contrasting, theoretical perspectives

due to its centrality to socioeconomic structure. Marx (1912) perceived religion as a

palliative used by the ruling class to subjugate and pacify the proletariat. In

contrast, Weber (1930) saw religion as one of the fundamental elements of social

behaviour that stimulated the rise of capitalism and industrial revolution in Europe

and the United States. Nevertheless, for most social theories of the 20th century,

religion was perceived a taboo subject for scientific inquiry, as scholars believed

that secularization was an inevitable outgrowth of modernization (Ebaugh, 2002). This

belief proved incorrect, as religion has maintained a firm foothold in the lives of

many modern inhabitants of secular industrialized societies ( Wuthnow, 1998).

Thus after decades of being treated with “general indifference” (Zelinksi, 2001),

the study of religion appears to be in revival across a broad swath of academic disciplines.

For example, quality of life researchers consistently find that religiosity is positively

related to psychological well-being (Levin and Chatters, 1998; Swinyard, Kau and Phua,

2001; Francis and Kaldor, 2002; Eungi-Kim 2003; Suhail and Chaudhry, 2004).

Management scholars propose that religiosity shape the ethical decision making of

corporate executives (Weaver and Agle, 2002). Tourism researchers have found the

impact of religion on college students’ spring break and health-risk behaviour

(Mattila et al. 2001). Political scientists have discovered that religious beliefs have

a strong influence on the voting behaviour of general public in Western Europe

(Knutsen, 2004). Religion has even become a focus among medical researchers

who are currently investigating the potential healing effects of prayer (Ellison and Levin


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1998; Sloan et al. 1999; Woods et al. 1999). In short, the growing and impressive body of

research suggests that “religious variables are central in explanations of human

behaviour” (Ebaugh, 2002).

2.2.2 Theories of Culture

i) Cultural Determinism:

This is a position whereby ideas, meanings, beliefs and values people learn as

members of society determine human nature. People are what they learn. Optimistic

version of cultural determinism places no limits on the ability of human beings to do or to

be whatever they want. Some anthropologists suggest that there is no universal "right

way" of being human. "Right way" is almost always "our way"; that "our way" in one

society almost never corresponds to "our way" in any other society. Proper attitude of an

informed human being could only be that of tolerance. The optimistic version of this

theory postulates that human nature being infinitely malleable; human being can choose

the ways of life they prefer. The pessimistic version maintains that people are what they

are conditioned to be; this is something over which they have no control. Human beings

are passive creatures and do whatever their culture tells them to do. This explanation leads

to behaviorism that locates the causes of human behavior in a realm that is totally beyond

human control.

2.3 Empirical Framework

2.3.1 Religious Influences on Consumption Behaviour

Researchers are also concerned with forging the link between religious variables

and the attitude and behaviour of consumers. Within this approach, religion is considered

a socio-economic segmentation variable like gender and race. In general, these studies

have viewed religion from one of two perspectives: (1) religious affiliation or (2)

religiosity. Religious affiliation was typically been measured relative to denominational

membership or religious identification of the individuals. Religiosity, or religious

commitment, has been measured both cognitively (e.g. the degree to which an

individual holds religious beliefs) and behaviourally (e.g. frequency of church

attendance). The following discussion of the literature in this area is presented relative to

these two perspectives.

i) Religious Affiliation and Consumer Behaviour:

Within the consumer behaviour paradigm, religious affiliation or the

adherence of individuals to religious groups has been termed an ascribed status.

This is because, like race and nationality, its effect on the individual’s life often

predates life, determines family size, the level of education attained, the amount of

wealth accumulated and the type of life decision taken (Hirschman 1983). It is suggested

that one is born into a religious tradition and through the action of its institutional

influences (i.e. Sunday school, church attendance) develops a religious identity or

affiliation. Religious affiliations therefore can be depicted as“cognitive systems” of the

society. That is, believers of the same religious affiliation are viewed as sharing a

common cognitive system of beliefs, values, expectations and behaviours (Hirschman,



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1983). In fact, even within the same ethnic group, religious subculture stands as a sacred

value that differentiates people’s attitudes and behaviours. Irish ethnicity, for instance,

may be exhibited quite differently, depending upon whether one is Irish Catholic or Irish

Protestant. Without religious differences, their ethnic differences almost certainly would

be less distinct.

ii) Religiosity and Consumer Behaviour

It has been argued that religion is highly personal in nature and therefore its effects

on consumer behaviour depend on individuals’ level of religious commitment or

the importance placed on religion in their life. Religious commitment, often termed as

religiosity, is defined by Worthington et al. (2003) as:

“The degree to which a person adheres to his or her religious values,

beliefs and practices and uses them in daily living. The supposition is that a

highly religious person will evaluate the world through religious schemas

and thus will integrate his or her religion into much of his or her life.”

The above definition is in accordance with Johnson et al (2001) who referred to

religiosity as “the extent to which an individual is committed to the religion he or she

professes and its teachings, such as the individual’s attitudes and behaviours reflect

this commitment” (p. 25). If the followers strongly accept the doctrine of their

religion, they tend to abide by the rules and codes of conduct set by their religious

doctrines, for example, attending regularly weekly worship services and being strictly

committed to the religious practices and membership of the group.

2.3.2 Cultural Influence on Consumer Behaviour

Many Scholars of thought have given many definitions to culture and each one

seems to point at one direction the way of life of people in a given society. Culture,

according to E.B. Taylor is: “That complex whole which includes knowledge, belief, art,

laws, morals, customs and any other capabilities and habits acquired by man as a member

of the society”. Looking at this definition by Taylor, we can deduce or refer culture to be

our social heritage which has been passed or handed down to us by our forefathers, from

generation to generation and which we have come to accept as our mode of life. Mode or

way of life here means behaviours or acts, which we have adopted and imbibed in us

through culture.

Howard and Sheth (1969) presented culture as a selective, man-made way of

responding to experience, a set of behaviour pattern”. Thus they postulate that culture

consists of important traditional ideas and in particular the values, which are attached to

these ideas. Cultural influences affect motives, brand understanding, attitude and intention

to purchase. The definitions help to create awareness of culture as the medium that binds

a people together and characterizes its specific way of life. “Culture neither grows like a

plant, nor can it be destroyed by an earthquake. It is made and preserved, changed and

destroyed by man. It lives and dies with the attention man plays to it and the rate which it

is allowed to play”.


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3. Materials and Methods

3.1 Research Design

The survey research design method was used in conducting the research while the

questionnaire served as the measuring instrument. The method was adopted since the

study concerns people’s belief and behaviour. The survey method was chosen as the most

suitable design. Data were collected, analyzed, summarized, presented and interpreted

along certain line of thought for the purpose of the study.

3.2 Study Area

The study was carried out in Uyo Local Government Area of Akwa Ibom State.

The choice of (the area of population was based on the high population) of people living

in the study area, existence of a dominant culture (i.e. Ibibio culture) and presence of

other cultures. Uyo local government area is the capital city of Akwa Ibom State and has

border with other local government areas such as Etinan, Nsit Ibom, Abak, Ibesikpo

Asutan, Uruan, Nsit Atai, Nsit Ubium and Itu local government areas. The population of

the study comprised male and female residents of Uyo local government area with a

human population of 309,573 (males - 153,113; females – 156,460) according to the

National Population Commission Census (2006).

3.3 Population of the Study

In order to properly assess the influence of culture on consumer behaviour in Uyo

Local Government Area of Akwa Ibom State, all the four clans that constitute the local

government were selected which included Ikono clan, Etoi clan, Oku clan, and the Offot

clan two (2) villages were selected from each of the clan making a total of eight villages

selected as the population of the study.

3.4 Sample Size and Sampling Techniques

To determine the sample size needed for the study area, stratified sampling

technique was employed to get the target respondents. Uyo Local Government Area was

stratified into four (4), namely, Ikono clan, Etoi clan, Oku clan, and Offot clan. From

these strata, two (2) villages were purposively selected. These villages included Use

Offot, Nsukara Offot, Mbiabong Etoi, Ifa Atai Etoi, Afaha Oku, Iba Oku, Ikot Oku Ikono,

Ikot Mbon Ikono. The stratified random sampling technique was strategically adopted to

ensure representativeness of the local government area. The simple random sampling

technique was used to select ten (10) adult respondents from each of the villages making

up eighty (80) respondents in all with the aid of questionnaires. Adults were precisely

selected to minimize prejudice/bias as much as possible. By this technique, each unit,

which forms the population, was given equal chances or probability of being chosen, this

procedure reduces the researchers work.



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4. Presentation of Analysis and Discussion of Findings

4.1 Sample Characteristics

Table 4.1: Sample Characteristics Sample size 80

Variable

Gender of Respondents No. of

Respondents

Percentage of

Respondents(fraction)

Male

Female

45

35

0.56

0.44

Total 80 1.00

Marital Status

Single

Married

Divorced

Widow/Widower

37

32

1

10

0.47

0.4

0.01

0.13

Total 80 1.00

Age

< 20

21 – 30

31 – 40

41 – 50

51 and above

5

33

32

5

5

0.06

0.41

0.4

0.06

0.06

Total 80 1.00

Learning Process

No Schooling

Primary

Secondary

Tertiary

0

20

36

24

0

0.25

0.45

0.3

Total 80 1.00

Occupation

Student

Unemployed

Self-employed

Government Employed

25

12

18

25

0.31

0.15

0.23

0.31

Total 80 1.00

Religion

Christianity

Islam

Traditionalist

Others

70

2

2

5

0.86

0.03

0.03

0.06

Total 80 1.00

Source: Field Survey, 2015

From the sample, the male respondents constituted a higher percentage (56%) than

the female respondents with a percentage (44%). Respondents who were single also


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constituted the highest percentage (47%) closely followed by respondents that were

married with percentage (40%) while those divorced were the least respondents with

percentage (1%) followed by respondents that were widow or widower (13%). The

majority of the respondents fell between the age bracket of 20years and 40years with

percentage (81%), out of which, respondents between the age of 21 and 30 constituted

(41%) and respondents between the age of 31 and 40 constituted (40%), other respondents

below the age of 20 constituted (6%) likewise respondents between the age of 41 and 50

and respondents aged 51years and above. There was no respondent without formal

education among the sample, 25% of the respondents had primary education, most of the

respondents (45%) stopped at secondary education while 30% of the respondents had up

to tertiary education. Among the sample, 31% of the respondents were students and 15%

of the respondents were unemployed while 23% of the respondents were self-employed,

and 31% of the respondents were government employee. Among the various religions

operating in the area of study, Christians formed the highest percentage (89%) of the

respondents, Moslems constituted 3% of the respondents, likewise traditionalist while

respondents that belong to other religions constituted 6.3%.

4.2 Results and Discussion

4.2.1 Religious Determinants of Consumer Behaviour

Table 4.2: Religious and Socio-economic Factors that Affect Consumers’ Behaviour

Variables

Number of Respondents and Percentage of Factors

that affect Consumers’ Behaviour

Total

Consumer Behaviour RF EF PF SF PLF

Food consumption

22

28%

20

25%

15

19%

14

18%

9

11%

80

100%

Clothing

30

38%

25

31%

10

13%

15

19%

0

0%

80

100%

Level of education and

skill acquisition

22

28%

20

25%

16

20%

15

19%

7

9%

80

100%

Marriage/family setting

in terms of where you

marry from

27

34%

17

21%

16

20%

17

21%

3

4%

80

100%


in terms of who you

marry

27

34%

17

21%

16

20%

17

21%

3

4%

80

100%


in terms of the number

of children you have

27

34%

17

21%

16

20%

17

21%

3

4%

80

100%

Social group you belong 15

19%

14

18%

25

31%

22

28%

4

5%

80

100%

(Source: Field survey 2015)



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1 = Religious factors (religious creed, moral prescription, religious affiliation –

church/mosque).

2 = Economic factors (income, cost, advertisement, government policies)

3 = Personal factors (age and life cycle stage, personality and lifestyle, self-concept)

4 = Sociological factors (family, culture, reference, opinion leaders, social class and caste)

5 = Psychological factors (perception, learning, attitudes, beliefs, motivation)

The finding corresponding to the first objective of the study is summarized in Table

4.2.The first result indicated that there was a significant difference between religious

factors and other factors as per consumer behaviour in the aspect of food consumption.

According to the sample, 28% of the respondents indicated that religious factors such as

their religious affiliation influenced their consumption as it (religion) barred them from

consuming certain food while others stated that their religious creed specify the type of

food they consume and the ones to abstain from. From an exclusive interaction with some

respondents who were identified as Christians, said that their religion guided by the Holy

Bible as their religious creed forbid them from eating meat like pig, because according to

them Christ their Messiah cast out demons from a person into swine and since then swine

is seen as an unclean animal and also that they are forbidden from taking strong drink like

alcohol. Others identified as YHWH Faithful indicated that they do not consume

periwinkles, snail etc because it is forbidden by the Holy Book. Also, the Moslem faithful

stated that their religion influenced their food consumption because the Holy Book

(Koran) forbids eating of pork and drinking of alcohol. 25% of the respondents indicated

that economic factors were the major determinants of their food consumption. They stated

that they buy and consume according to their income while others who also indicated

economic factor indicated that they were often times influenced by the product

advertisement, popularity of the product in the market, product brand and quality and

even the company producing the product.

Religious Factors vs External Factors

0

20

40

60

80

100

120

140

religious economic personal sociological psychological

Factors

Per

cent

age

social group

marriage setting

education

cloth

food


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The third result from the sample showed that 28% of the respondents indicated

religious determinants, like religious affiliation, as an influencing factor of their

education. Respondents who were Christians opined that their religion encouraged going

to school and that it is stated in their Holy Bible “...study to show thyself approved...” In

the aspect of skill acquisition, they stated that religion influenced them more than any

other factor because they are mostly encouraged to work hard in order to have what to eat.

25% respondents in the sample indicated that economic factors, like income, affect their

level of acquiring knowledge and skill. They made it clear that they would like to go to

any level in knowledge and skill acquisition if they have money or financial sponsors. To

others, government policies influenced educational attainment; an example is the free and

compulsory education operated by the Akwa Ibom State Government. Personal factors,

especially age, were indicated by 20% respondents, who said that “there is time for

everything under the sun, time to go to school, time to work and time to rest” and as such

no matter the factors involved when the time passes it has pass. It cannot be redeemed

because life is measured by time. 19% respondents indicated sociological factors like

family, who they assumed to be the backbone and major benefactor, stating that some

families go the extra miles of forcing their wards and children to go to school in order to

bolster the reputation and dignity of the family. Some decide what their children study in

schools and even where they work. 9% of the respondents indicated psychological factors

like motivation from others, perception and beliefs.

The majority of respondents (34%) reported that religious factors like their

religious affiliation i.e. the church, mosque or religious group affected their

marriage/family structure. Some respondents said that they were not permitted to marry

someone that does not belong to their religious group. Some respondents reported that

their religious creed, example The Holy Bible or The Holy Koran restricts them from

marrying someone outside their belief. They perceived those people as sinners,

unbelievers, alien, and enemy of the faith. In the same vein, they agree that children are

the heritage of the Lord, the Creator, and He is seen as the giver of children and once He

is satisfied, He will stop giving them children. 21% indicated economic factors like

income and cost of marriage rites as major determinant of where one marries from and

who he/she could marry, the number of children one desires to have. It was also

discovered that a man who was well established financially could marry whoever

(illiterate or literate, unemployed or employed, poor or rich) likewise the female

counterpart who is well established while a man that is not well established may need one

that will complement him financially and otherwise, likewise a lady who is not well

established will go for a man that is at least better off than her.



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4.2.2 Cultural Determinants of Consumer Behaviour

Table 4.3: Cultural Factors that Affect Consumers Behaviour Variables Number of Respondents and Percentage of

Factors that affect Consumers’ Behaviour

Total

SA A N D SD

I would buy a product I need

even if it does not conform to

the Ideology of the community

I live in.

23

29%

22

28%

20

25%

15

19%

0

0% 80

100%



the Norms of the community I

live in.

2

3%

23

29%

10

13%

20

25%

25

31% 80

100%



the Values of the community I

live in.

7

9%

10

13%

18

23%

20

25%

25

31% 80

100%



the Customs of The

community I live in.

3

4%

20

25%

15

19%

15

19%

27

34% 80

100%



the Language of the

community I live in.

23

29%

22

28%

21

26%

14

18%

0

0% 80

100%


even if it is not compatible with

the Class of the community I

live in.

7

9%

10

13%

18

23%

20

25%

25

31% 80

100%

I would buy something to

assimilate with community

around me.

3

4%

20

25%

15

19%

15

19%

27

34% 80

100%

(Source: Field survey 2015)

The findings corresponding to the second objective of the study are summarized in

Table 4.3.

The second objective of the study was to investigate the cultural determinants of

consumer behaviour and the extent to which it affect consumer behaviour. In the first

result, the sum of affirmative response, (strongly agree and agree), from respondents was

57%. This showed that they would buy a product they needed even though it does not

conform to the ideology of the community they live in. The negative or opposing

response, (strongly disagree and disagree), from respondents was 19%. This indicated that

some respondents would not buy a product if it does not conform to the ideology of the

community of residence. About 25% percentage took a neutral position. The resul showed


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that consumer behaviour in buying of product was not determined by the ideology of the

community of residence.

The next finding about cultural determinant of consumer behaviour was on

consumer conformity to the norms of the community they live in terms of buying a

product. The sum of affirmative response, (strongly agree and agree), from the

respondents was 31%. That is, the percentage of people who do not conform to the norms

of the community they live in; this means that they consumed based on market supply

rather than the norms of their community, while 56% of respondents indicated that they

would only buy a product if it conformed to the norms of the community of their

residence. Other respondents (13%) took a neutral stand. The response of respondents

showed that consumer behaviour is affected by cultural determinant like the norms of the

community they live in.

The finding on community values as one of the cultural determinants of consumer

behaviour indicated that cultural values like traditional rite, traditional attire influence

consumer behaviour with respect to this beliefs. The sum of affirmative response

(strongly agree and agree) from the respondents (21%) showed the percentage of people

who do not conform to the norms of the community they live in. This meant that they

consumed based on market supply rather than the norms of their community, while 56%

of respondents were the sum of response that indicated that they would buy a product if it

conforms to the norms of the community they live in. Other respondents (23%) indicated

a neutral stand.

5. Conclusion and Recommendations

The objective of this research was to investigate the religious and cultural

determinants of consumer behaviour with special reference to the consumer in Uyo local

government area of Akwa Ibom State. Some religious determinants were used including

religious creed, beliefs, ideology, value, moral prescription and religious affiliation while

cultural determinants including ideology, norms, value, beliefs, language and class were

considered. Questionnaire administration and personal interview technique were

employed to elicit data. The descriptive method of data analysis was used to present and

analyze the data.

From the research, the following findings have been made:

Religious determinants affect consumer behaviour by imposing certain consumption

pattern on its member. This could be seen from the fact that some products may be

criticized by some religion or they may totally be banned from use by their members,

thereby limiting the market supply. It was discovered that consumers adhere to their

religious belief and doctrine as outlined in their religious creed in their day to day

consumption decision making.

Culture affects consumer behaviour by influencing their day to day economic

activities through norms, language, class, value etc. These factors act as a catalyst as it

helps to motivate, spore or ginger other factors of influence so that consumers can



29

combine other opinions and then take appropriate decision they deemed fit regarding the

consumption of a particular product or service.

It has been discovered that though religion and culture have immense role to play in

the aspect of influencing people’s (consumer) behaviour and decisions, but this big role

cannot be effectively achieved by the religious and cultural factors alone. This is because

other determinants in other factors like income, price, product advertisement, government

policies under economic factors; age and life cycle stage, personality and lifestyle under

personal factors; family, reference groups, opinion leaders, social class under sociological

factors; perceptions, motivations, beliefs, learning and attitudes under psychological

factors will come into play andcombine together to influence peoples (consumer)

behaviour towards certain goods and services.

Religion and culture influence consumer behaviour but there were many instances

in which consumers’ behaviour should influenced without the force of religion and

culture. If there is influence from religion and culture, the degree of the influence varies

with each behaviour of people’s religion and culture. The important or prominent factor to

note here however, is that religion and culture does not create demand rather it may lead

to demand. Other factors, of course, act similarly to produce the same result that religion

and culture can produce. Religion and culture may have little effect, if the trend

underlying the primary demand is not favourable. We therefore conclude that religion and

culture can influence and change consumer’s behaviour effectively, when the various

environmental influences such as society, technology, opinion, economic, political and

legal climate that are related to human behaviour are favourable.

5.3 Recommendations

After analyzing the data on the religio-cultural determinants of consumer

behaviour, the research was able to come out with the following recommendations.

(i) Manufacturer or marketing firm who wishes to maximize profit in Uyo Local

Government and other areas should understand the religious and cultural

background dominant in the place and how attached the people of the land who are

his potential or actual customers, to the religion and culture of their land.

(ii) Marketing firm/manufacturers in Uyo Local Government Area should also study

the religion of the people ineptly in order to market or produce what the religion,

norms and beliefs allow the people to accept and adopt. This will also help them to

stop advocating and preaching against the acceptance of such product and service.

(iii) Existing and intending marketing managers or manufacturers in Uyo Local

Government Area must also understand the social set up of a given consumer,

which group on the consumer behaviour will also go a long way to enable him

know the type of marketing strategy to be adopted in order to present his product to

the consumers in Uyo Local Government Area.

(iv) Different religious sect exist in Uyo Local Government Area and each consumer

belong to a particular sect, therefore marketing managers must take time out to

study how consumers are being influence by this religious sects.


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(v) The manufacturers should try to find out if whether or not his products will be

accepted by the people or if it will clash with their religion and culture before ever

going into full production or marketing. He should know how religion and culture

affects the consumer behaviour interms of consumable goods and non-consumable

goods. If any business is against the religion and culture of its environment it will

not survive.

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