EFFECT OF CULTURE ON CONSUMER BUYING DECISION (A STUDY OF UNILEVER NIGERIA PLC. LAGOS)

This study examined the influence of culture on consumer buying decisions with reference to consumers of Unilever products in Lagos State. The objective of this study was to examine the influence of norms on consumers buying decision; find out the influence of language on consumers buying decision; and to examine the influence of social structure on the buying decisions of consumers. The researcher employed a survey design in which questionnaires were used to collect primary data from the respondents. The population of study is made of customers of Unilever Plc, Lagos State while purposive sampling was used to select 70 samples who participated in the study. The findings revealed that cultural behaviour exert great influences on buying decision of customers of Unilever Plc., Lagos State, Nigeria. The study equally established that aside from this factors and purchasing habits, age and income also influence the consumer’s habit/ purchasing of the product It was however recommended that companies should begin with assessment of consumer needs and wants to achieve organizational goals and how these needs can be satisfied; every organization should look into the effect of cultural factors on consumer reaction to language to enhance companies objectives; and companies should see to purchase and product quality of the company product. Therefore, producers and markets of Unilever are enjoined to segment their market along the line with social structure in order to be guarded on which subset to serve profitably.