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The effect of Cultural factors on Consumer Buying Habits of Dry Gin in Sango Ota, Ogun State

Fortune Ugochukwu ABIAZIEM & Olumakinwa Adebayo OPEOLUWA, Volume 5 Issue 1, July 2024 Pages 120-128, Published: 2024-06-08


The study examined cultural factors and their effect on consumer buying habits of alcoholic drinks in Sango Ota, Ogun State, Nigeria. The objective was to determine the relationship between religion, language and beliefs on consumer buying habits. The researchers adopted descriptive research design and the population is the entire customer of intercontinental Distilleries in Sango Ota, Ogun State. Being an infinite population, Cochran (z-formula) was used to derive the sample size of 380. The respondents were reached via a stratified sampling technique having adopted six point Likert scaled structured questionnaire. The study made use of Cronbach’s Alpha to ascertain the reliability of the instrument. The study adopted both descriptive and inferential statistical tools; graphs and tables while correlation analysis was used to test the hypotheses. The study revealed the independent variables (language and beliefs) have a positive relationship with consumers’ buying habit while religion does not. The study therefore recommended that manufacturers of gin in Ogun State and environ should improve or consolidate on their language attachments to labeling and advertising as it significantly influences buying habits, an enlightenment campaign should be carried out to re-orientate consumers on their beliefs as this positively impacts on consumer buying habits and it is advised that other variables should be worked upon as religion does not show any positive relationship with consumer buying habits