Perceived Influences of Consumers’ Choice of Substitute Products in Nigeria: A Study of Dangote Flour-Mills and Maiduguri Flour-Mills Ltd

Rachael O. Folorunso


This study reviewed the impact of the perceived influences of consumers’ choice of substitute products in Nigeria, with particular emphases on consumers of flour mills products of ‘Dangote Flour-Mills Ltd’ and ‘Maiduguri Flour-Mills Ltd’. A questionnaire structured in 5 points Likert scale test was used to examine the impact of eleven (11) predicators on consumers’ buying decisions, such as quality, availability, product weight, packaging, price, transportation facilities, promotional activities, credit facilities, after sales services, user’s guides and delivery time. A total of ninety (90) respondents were sampled and resultant data were analysed with descriptive statistics and Linear Regression Model. It reveals that the major predicators of customers’ choice of substitute products in Nigeria, as arranged in the order priority are: Product price, Availability, Quality, Delivery Time, Packaging, Promotion, Easy of Transportation and Product Weight. It also reveals that the general market performance for substitute products in Nigeria is high. The study further uncovers the fact that ‘Maiduguri Flour-mills ltd’ is experience a decline sales whilst ‘Dangote Flour-mills ltd’ is experiencing an increasing sales in the general market. The study recommends that companies trading on substitute product must examine consumers’ price consciousness, product quality and availability among others, as the necessity to underscore consumer evaluation and purchase decision processes. It also recommends further research to include other substitute products to better the generalisation scope on the subject matter.

Keywords: substitute-products, consumers, choice, market, performance

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