EFFECT OF CULTURE ON CONSUMER BUYING BEHAVIOR ( A CASE STUDY OF JEDZ AMALA POINT) UYO ,AKWA IBOM STATE, NIGERIA

This study examines the factors influencing consumer buying behavior at Jedz Amala Point, a local restaurant in Uyo Metropolis, with a focus on food preparation methods, language use, and food preferences and traditions. The research aims to understand how these cultural and behavioral factors impact consumer decisions and loyalty in the food service industry. Data was collected from a sample of 138 respondents using a structured questionnaire, and the findings were analyzed through descriptive statistics and regression models. The study reveals that food preparation methods significantly influence consumer behavior, with 65.2% of respondents strongly agreeing that the restaurant’s adherence to traditional food preparation methods played a key role in their decision to purchase food. Language use also emerged as a crucial factor, with 61.5% of respondents agreeing that the language spoken by the staff influenced their buying behavior. Furthermore, the study found that food preferences and alignment with cultural traditions positively impacted consumer choices, with 61.5% of respondents confirming that food options reflecting their cultural preferences were key to their decisions. The regression analysis indicated that food preparation methods, language use, and food preferences collectively explained 70.1% of the variance in consumer buying behavior. These findings highlight the importance of cultural relevance in shaping consumer decisions and offer practical recommendations for food service businesses to enhance customer loyalty and satisfaction by prioritizing traditional food preparation, effective communication, and culturally appropriate food offerings.