THE EFFECT OF SOCIO-CULTURAL VARIABLES ON CONSUMER PATRONAGE OF HONEYWELL PRODUCTS IN ILARO, OGUN STATE.

Abiaziem, Fortune Ugochukwu& Abiala, Anuoluwapo Felicia

Department of Marketing

Federal Polytechnic Ilaro, Ogun State, Nigeria

Email: brandfortifiers@yahoo.com

ABSTRACT

The study examined the influence of socio-cultural variables on consumers’ patronage of edible products from the stable of Honeywell Nig. Ltd in Ilaro, Ogun State. The objective of the study was basically to ascertain the significant impact of lifestyle, attitude and family size on consumer patronage of Honeywell edible products. The study adopted a descriptive research design owing to the fact that the researchers intend to compare consumers’ attitudinal behaviors. The population of the study comprised of distributors and the entire customers of the company’s products in Ilaro, Ogun State. Stratified random sampling technique was used through the administration of questionnaire to some selected households and personal interviews to selected distributors.(20 retailers cum distributors and 80 households (majorly lecturers, teachers and Dangote workers)to arrive at the sample for the study. Analysis was done using simple linear regression with the aid of Statistical Package for Social Sciences (SPSS v 20). With the P- value of the three hypotheses tested with a maximum 0.007 which is lower than a at 5% level of significance; it clearly showed that socio- cultural variables (lifestyle, attitude and family size) significantly influence consumer patronage of Honeywell edible products in the locality under review. Therefore, the study recommended that marketing managers should stimulate opinions of leadership in some key members of the family, take cognizance of people’s culture and ensure that their products are of good quality so as to protect their goodwill and thereby attracting greater patronage.

Keywords: Lifestyle, Attitude, Family size, Consumer patronage and Edible Products.