DETERMINANTS OF BUYING BEHAVIOUR OF CONSUMERS FOR AGRI-FOOD PRODUCTS IN FCT ABUJA
DOI:
https://doi.org/10.61841/t8e0fb72Keywords:
Buying behaviour, agri-food products, consumer choice, technology, marketplace preferenceAbstract
This study assessed the determinants of consumer buying behaviour for agri-food products in the Federal Capital Territory (FCT), Abuja, using a quantitative research design. The population comprised households across six area councils of the FCT, with a sample of 101 households selected through random sampling. A structured questionnaire was used for data collection, and both content and construct validity were established through expert review and factor analysis (KMO = 0.945, Bartlett’s χ² = 9.610, p < 0.001). Reliability was confirmed with Cronbach’s Alpha coefficients ranging from 0.764 to 0.896, and an overall alpha of 0.851, indicating strong internal consistency. Binary logistic regression was employed for data analysis. The model achieved a good fit, with Nagelkerke R² = 0.753, explaining 75.3% of the variance in consumer buying behaviour. Results revealed that cultural and social influence (B = –0.087, p = 0.691) and economic factors (B = 0.059, p = 0.801) had insignificant effects. Conversely, technological and information access showed a strong positive influence (B = 1.652, p = 0.000; Exp(B) = 5.216), while marketplace preference exhibited a significant negative effect (B = –1.733, p = 0.002; Exp(B) = 0.177). The study concludes that consumer decisions are shaped more by technology and marketplace conditions than by cultural or economic factors. It recommends investing in digital infrastructure and e-commerce systems, strengthening information dissemination, and modernizing traditional markets to improve consumer satisfaction and patronage.
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