FACTORS INFLUENCING POULTRY PURCHASE DECISIONS OF CIVIL SERVANTS IN OGUN STATE
Abstract
This study investigates the factors influencing the purchase decisions of poultry products among civil servants in Ogun State, Nigeria. The research addresses the existing gap between the rising production of poultry and the fluctuating consumer demand, which is shaped by a complex interplay of economic, social, and psychological factors. The primary objective is to identify and analyze the determinants of consumer choice in the poultry market, focusing on aspects such as product quality, pricing, branding, and the demographic profiles of consumers. Employing a descriptive quantitative survey design, the study collected data from 384 civil servants in Ogun State through structured questionnaires. The data was analyzed using descriptive and inferential statistics to test the formulated hypotheses. The findings reveal that safety consciousness, price, income level, and psychological factors all have a statistically significant and positive influence on the poultry purchase decisions of civil servants. The study concludes that a multi-faceted approach is necessary for poultry producers and marketers to effectively meet consumer demands.
Keywords: Consumer behaviour, purchase decisions, food security, marketing strategy, income level
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