Global marketing has progressively developed into a current-day business trajectory, which makes it possible for international manufacturing organizations to employ same marketing strategy. However, there are drawbacks from consumers diversities as they might influence their purchasing behavior and marketing strategy to be employed by international food/drink flavor manufacturers in Nigeria. Nigeria, as an emerging market, has gained attention in global food flavor industry. To better understand the peculiarity of Nigerian consumers’ purchasing behavior and effect on marketing strategies, this study focused to unveil their demographics, needs and motivations towards processed and packed foods/drinks, which might influence their purchasing decision.
Stratified random sampling of Nigerian consumers (n=5,064) between age 19 – 70 years, was carried out across the six (6) regional native locations/groups and five (5) regional home locations in Nigeria. Convergent parallel mixed research methodology was employed with research tools- online and paper-based questionnaires, focus group discussion, and in-depth interviews. Prior to actual study, pilot study was conducted to determine the reliability of the questionnaire. Data were analyzed using the Statistical Analysis System; ANOVA and T-test to understand variance among dependent variables,Duncan’s multiple range tests for mean separation, and regression analysis, Principal Component Analysis to analyze factors and estimate relationship between dependent variables and independent variables, recognize patterns, and explore underlying features which describe the relationship among the variables.
The findings of this study indicated that there were diversities in needs and motivations of Nigerian consumers of processed (flavored) and packed foods/drinks based on demographic, and these influenced their purchasing behavior. Furthermore, it revealed that convenience was the fundamental motivation of most Nigerian consumers after which the next important motivation- health benefits (safety and nutrition). However, for some specific religious and cultural sects, social acceptance was a fundamental need. Each of age group, educational level, religion, family size, regional locations- home, birth and native mostly influenced Nigerian consumers’ purchasing behavior towards processed (flavored) and packed foods/drinks.
It can therefore, be concluded that strongest influence came through acculturation, social bond, and family ties, and these invariably are relevant in establishing global marketing strategy employed in Nigerian food flavour industry.