FACTORS THAT INFLUENCE CONSUMER PURCHASE AND CONSUMPTION OF EGGS IN ENUGU STATE

ABSTRACT

This research project was embarked upon to examine the factors that influence consumer purchase and consumption of eggs in Enugu.

The researcher used survey research method in carrying out the research. A sample size of 168 was randomly selected from the population  of  the  study.  In  this  study,  four  hypotheses  were formulated which include among others that consumers level of income influences the purchase and consumption of eggs. The researcher tested and analyzed these hypotheses and their results were extensively discussed. Also percentages and tables were used to   analyze   the   data   while   chi-square   was   used   to   test   the hypotheses.  Several  findings  were  made  in  this  research  which include among others that: consumers purchase and consume eggs as  a source  of protein  and  that  price  positioning  also  influences consumers purchase decision. In response to the findings made, the following   recommendations   were   made.   They   included   that consumers should always make sure they purchase eggs from a source that has fresh eggs.

CHAPTER ONE

1.1    INTRODUCTION

Although all consumers purchase and consume products from time to time, it is generally agreed that there are some factors that influences the decision the consumers take when it comes to purchasing and consumption. This influence helps to shape or determine what is known as consumer behaviour.

Consumer’s decision to buy a particular product is usually subjected to a lot of influences which include the distinctive living pattern  of  cultural groups  as  well  as  ethnic,  religious  and  racial backgrounds.  Consumption  of  food  products  like  the  one  under survey (egg) could be influenced by various factors such as

(a)    Properties of the food

(b)    Personal related factors and environmental factors

The consumers’ knowledge of nutrition of food is also every crucial factor that influences the purchase and consumption of egg in our society. Since our food consumption pattern is considered to be poor, most people look out for supplements to augment what they

take especially protein thus the resort to eggs both by adults and young ones.

It  is  obvious  that  no  single  food  contains  all  the  nutrients needed by the body in amounts sufficient to maintain life and promote optimum growth. Nevertheless most of what we consume is carbohydrate and cannot afford other expensive means or foods to get  protein.  This  is  evident  on  how  households  and  individuals include eggs in their meals regularly.

However, in recent times, eggs appear to have been gaining wider patronage among bakers and hoteliers. The need to make their products tasty and nutritious has appreciably made all they produce egg based.

1.2    STATEMENT OF PROBLEM

The response and increased consumption of eggs by consumers aroused our curiosity to undertake this study. This is at variance with the historical approach and perception to the consumption of eggs in our households and communities.

The increased consumption of eggs comes as a result of some factors which influence the purchasing and consumption pattern of consumers. Some times, because of the irrational behaviour of consumers, they tend to buy frivolously.

On the other hand, due to our food pattern and its nutritious values, consumers tend to use eggs to supplement the nutritious intake of their households. Consumers also use it as a source of protein for their young ones as well as the adults.

The central problem, which this research study will tackle, is to identify and examine those factors that influence consumers’ purchase and consumption of eggs and also ascertain how consumers react to those factors.

1.3    OBJECTIVE OF THE STUDY

The following are the objectives of the study:

i.       To examine the relative importance of the nutrition factors on egg purchase and consumption.

ii.      To ascertain whether or not consumers of eggs are being influenced by their level of income during purchase.

iii.      To  examine  how  cultural,  social,  and  income  factors influence the purchase and consumption of eggs as it affects consumers in Enugu.

iv.     To determine the extent the cultural and financial factors goes in influencing the purchase and consumption of eggs by consumers.

1.4    SIGNIFICANCE OF STUDY

This study is a thorough research into the consumption and purchasing pattern of consumers. The study points out the factors that influence consumer purchase and consumption of eggs. Therefore by knowing their factors, the supplier/producer will know how best to deal with consumers.

This research is also important because of its contribution to this growing field of knowledge because of peoples misunderstanding of consumer behaviour. This project will be an avenue to put producer/suppliers in the know about how consumers behave.

1.5    RESEARCH HYPOTHESIS

The following hypothesis is to be tested in the course of this research.

H0:    That the consumers level of income does not influence his/her purchase and consumption of eggs.

H1:    That the consumers level of income influences his/her purchase and consumption of eggs.

H0:    That  the  educational level  of  mothers/housewives does  not influence their purchase and consumption of eggs.

H2:    That the educational level of mothers/housewives influences their purchase and consumption of eggs.

H0:    That cultural value does not influence the consumers’ purchase and consumption of eggs.

H3:    That cultural value also influences consumers’ purchase and consumption of eggs.

H0:    That  age  distribution  of  a  household  does  not  influence consumer’s purchase and consumption of eggs.

H4:    That  age  distribution of  a  household  influences  consumer’s purchase and consumption of eggs.

1.6    SCOPE OF STUDY

This   work   covers   the   factors   that   influence  consumers’ purchase and consumption of eggs in Enugu. It X-rays the issues involved in consumer behaviour with a view to providing a detailed analysis for better understanding.

The choice of Enugu as a special reference is due to the fact that eggs are been consumed enormously in the city. This is evident in the fact that there is a large concentration of students in Enugu who eggs are important part of their meal.

1.7    LIMITATIONS OF STUDY

During this research work a lot of constraints and limitations were encountered. Some of these constraints were usual constraints encountered  during  the  course  of  such  academic  exercise  while some were unusual and boring.

The research method used in this study has a number of limitations. Concern has been expressed about a methodology, which relies on a small number of case studies for its data and the generalizationality of the findings of the study. However, the objective

of the study was to provide an in-depth understanding of consumer behaviour thus the selection of individual consumer to be studied.

There were also the dangers of subjective errors in the data due to either retrospective bias or distorted perception of respondents or incomplete recording by the researcher.

Time is another limitation encountered during the course of the study. Some times, secondary data collected were not reliable, hence they were rejected. A lot of time was spent on the selection and examination of secondary data for the study.

DEFINITIONS OF TERMS

Purchase Decision: The stage of the buyers’ decision process in which the consumer actually buys the product.

Cognitive Dissonance: Buyer discomfort, caused by post purchase

conflict.

Adoption: The decision by an individual to become a regular user of the product.

Consumer Buying Behaviour: This refers to the buying behaviour

of final consumers – individuals and households that buy goods and services for personal consumption.

REFERENCES

Engel et al (1995), Consumer Behaviour. New York: The Dryden

Press.

Grumert, K. etal (1996), Market Orientation in Food and Agriculture.

Kluwer Academic Publishers.

Hutton. D. (2003), Food and Safety and the Consumer in Eu Jornada International de Seguridad Alimentaria del Productoral Consumidor Madrid.

Lancaster,  K.  J.  (1966),  A  new  approach  to  Consumer  Theory.

Journal of Political Economics. 74: 132 – 157.

Maccracker (1986), Culture and Consumption, a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of consumer behaviour. 13 June: 71

– 84.

Peterson, E. (1978), Consumers as the focal priority of consumer research. Research for consumer policy N.S. Foundation M.I.T. Massachussets.

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