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首页> 外文期刊>European Journal of Business and Management >Perceived Influences of Consumers’ Choice of Substitute Products in Nigeria: A Study of Dangote Flour-Mills and Maiduguri Flour-Mills Ltd
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Perceived Influences of Consumers’ Choice of Substitute Products in Nigeria: A Study of Dangote Flour-Mills and Maiduguri Flour-Mills Ltd

机译：尼日利亚消费者选择替代产品的感知影响：Dangote面粉厂和Maiduguri面粉厂有限公司的研究

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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
机译：这项研究回顾了尼日利亚消费者选择替代产品的感知影响，特别是对“ Dangote面粉厂”和“ Maiduguri面粉厂”的面粉厂消费者的影响。使用以5点Likert量表测试构成的问卷调查了十一（11）个谓词对消费者购买决策的影响，例如质量，库存状况，产品重量，包装，价格，运输设施，促销活动，信用额度，销售服务，用户指南和交货时间。总共对九十（90）名受访者进行了抽样，并使用描述性统计量和线性回归模型对所得数据进行了分析。它揭示了按订单优先顺序排列的尼日利亚客户选择替代产品的主要谓词是：产品价格，可用性，质量，交货时间，包装，促销，易于运输和产品重量。这也表明，尼日利亚替代产品的总体市场表现很高。该研究进一步发现，“ Maiduguri面粉厂有限公司”的销售额下降，而“ Dangote面粉厂有限公司”的普通市场销售额却在增长。研究建议，以替代产品进行交易的公司必须检查消费者的价格意识，产品质量和可用性，以强调消费者评估和购买决策过程。它还建议进行进一步的研究以包括其他替代产品，以更好地在主题上进行概括。关键字：替代产品，消费者，选择，市场，绩效

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