Effects of Consumers’ Attitude and Background on Purchase Decision in Nigerian Bottling Company

Student: Fortune Boluwatife Gbadebo (Project, 2025)
Department of Business Administration
Kaduna State University, Kaduna, Kaduna State

Abstract

This study investigates the Effect of Consumers Attitude and Background on Purchase Decision In Nigerian Bottling Company. This is based on three main objectives which include, to examine the influence of the cognitive component on purchase decisions for Pepsi products in Kaduna State, to assess the extent to which the affective component affects the purchase behavior of consumers towards Pepsi products in Kaduna State, to determine the extent to which cultural factors affect the purchase decisions of consumers in NBC Kaduna metropolis There is also a detailed discussion of the related literature to the topic under evaluation of which is cited by different researchers and scholars. The data used to carry out the research was primary data; the conclusion drawn reveals that consumer behavior is significantly influenced by a combination of attitudes, cultural values, and socioeconomic backgrounds. Consumers' cognitive, affective, and cultural components shape their purchasing tendencies, demonstrating how personal experiences and environmental factors play a crucial role in brand preference and loyalty. it was recommended that Pepsi should ensure its branding aligns with local cultural values and traditions in Kaduna State.

Keywords
Consumer attitude Consumer behaviour Purchase decision Socioeconomic background Cultural influence Brand perception Marketing strategy Nigerian Bottling Company.
Filters
Institutions