December 2025 Edition

Religion as a Determinant of Consumer Experience and Purchase Behavior Towards Fast Moving Consumer Goods in Bida, Niger State

Bello, Babatunde Sikiru, Abdulsalam, Abdulmutalib Adinoyi

Abstract

Consumer behaviour in Nigeria is shaped not only by economic
considerations but also by deeply rooted cultural and religious values
that influence how individuals perceive products and interact with
brands. In a culturally rich environment like Bida, religion visibly
shapes consumer expectations, product preferences, and perceptions of
quality and safety. This study therefore examines how religion can
determine consumer experience and purchase behaviour toward fast
moving consumer goods (FMCGs) in Bida, Niger State. Specifically, the
study seeks to know whether religion significantly influences how
consumers experience and purchase FMCGs in the community. The
study adopted an explanatory research design, using a purposive
sampling technique to select FMCG outlets that align with the research
objectives. A structured questionnaire was administered to 330
respondents, and regression analysis was employed to test the effect of
religion on consumer experience. Findings revealed that the
relationship was significant (? = 0.733, p < 0.000), with religious
factors accounting for 78.4% of the variation in consumer experience.
The study concludes that consumers’ choices in Bida are deeply
intertwined with their religious beliefs and identities, demonstrating
that faith-based considerations guide satisfaction, trust, and
expectations during consumption. These findings reinforce the need for
businesses to respect religious norms in product formulation and
communication. Consequently, FMCG producers and marketers should
ensure that product ingredients, packaging, and promotional messages
align with religious expectations while training staff to be sensitive to
customers’ beliefs. Such religion-conscious practices can deepen trust,
enhance consumer satisfaction, and strengthen long-term patronage.

Keywords

Bida, Consumer Experience, FMCGs, Purchase Behaviour, Religion

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