CONSUMERS’ ATTITUDES TOWARDS LOCALLY PRODUCED RICE IN BENIN CITY, EDO STATE

ABSTRACT

Modern consumers are not mass consumers; rather, they are aware of everything that is going on in the world, which makes them demanding in terms of product selection (ingredients, label, packaging, origin and so on). Furthermore, they become vigilant about practises relating to the manufacture, processing, storage, and distribution of these products. Hence, these consumers pay attention to various aspects of a product before deciding on whether or not to purchase such product. One of the ways that consumers can manifest their responses towards a product is via their attitudinal disposition (Cognitive, Affective and Behavioural). Interestingly, consumers’ decision or their preference for foreign products has been subject to research, however, it is important to look away from foreign products as a subject for research and look more specifically towards the local products in order to determine what exactly is responsible for consumer buying behaviour towards local products (rice in this case).

Therefore, this study was conducted to study the attitudinal dimensions of consumers and their buying behaviour towards locally produced rice in Benin City, Edo State. The sample size of the study was 385 and same number of questionnaire were retrieved online and used for the statistical analysis (Descriptive and Inferential). Findings of from the analysis suggest that the attitudinal component of consumers was indeed a significant determinant of consumers’ buying behaviour towards locally produced rice in Benin City, Edo State. Specifically, the study revealed that all variables (cognitive, affective and behavioural) covered has a positive and significant impact consumers’ buying behaviour towards locally produced rice in Benin City, Edo State. Also, the study ranked quality (1^st), social status (2^nd), positive word of mouth from family and friends (3^rd), recommendation from friends (4^th) and price/convenience (5^th) as being amongst the factors responsible for this attitudinal responses from consumers towards the purchase of locally made rice in Benin City, Edo State. In conclusion, the attitudes of consumers have an overall positive and significant relationship with their buying behaviour towards locally produced rice in Benin City, Edo State.