EFFECT OF CONSUMER MOTIVATION ON CONSUMER PATRONAGE OF LOCAL FOOD VENDORS IN SOUTHEAST, NIGERIA

Abstract

This study examined the effect of consumer motivation and patronage of local food vendors in Southeast Nigeria. A survey research design was adopted for the study. The population comprised consumers who patronize local food vendors in Southeast Nigeria, with particular attention to commercial hubs in Abia and Anambra States where informal food vending thrives. A sample size of 384 was determined, and a structured questionnaire served as the main instrument for data collection. A total of 384 questionnaires were distributed using a convenience sampling technique, out of which 376 valid responses were retrieved and used for analysis. Hypotheses were tested with a simple regression model using SPSS version 25.0 at a 5% level of significance. The findings revealed that price sensitivity is the strongest motivator of consumer patronage, as affordability, value for money, and price comparisons significantly drive consumer decisions. Sensory appeal also had a strong effect, with taste, aroma, freshness, and presentation encouraging repeat patronage. Similarly, cultural alignment emerged as a significant predictor, showing that traditional meals, heritage, and identity play crucial roles in shaping consumer food choices. Access convenience was also found to influence patronage, though comparatively weaker, as proximity, quick service, and flexible hours motivate consumers. The study concludes that consumer patronage of local food vendors is shaped by a multidimensional set of motivations that combine economic, sensory, cultural, and convenience-related factors. It recommends that local food vendors maintain competitive pricing, enhance food quality and sensory appeal, incorporate cultural identity in their offerings, and improve accessibility and convenience.