Agricultural Marketing and Consumer Buying Behaviour: A Study of Members of Agricultural Cooperative in Idemili South Local Government Area of Anambra State

Abstract

This study investigates the impact of agricultural marketing on consumer buying behaviour among members of agricultural cooperative in Idemili South Local Government Area of Anambra State, Nigeria. The research focuses on key marketing factors—freshness of foodstuffs, price, quality, variety, packaging, and non-seasonal availability—as independent variables, with consumer buying behaviour serving as the dependent variable. Using a sample size of 271 respondents, descriptive statistics (mean and standard deviation) were employed to assess the central tendencies and variability in consumer responses. The chi-square statistic was applied to examine the relationship between the independent variables and consumer buying behaviour. Results indicate that freshness, quality, and price significantly influence consumer decisions, while non-seasonal availability and variety of foodstuffs showed moderate effects. Packaging had a comparatively low impact on consumer behaviour. These findings highlight the importance of strategic agricultural marketing to enhance consumer satisfaction and drive higher purchase rates, suggesting that cooperative farmers should focus on improving the quality, freshness, and pricing strategies of their products. The study provides critical insights for policymakers and cooperative leaders in improving marketing strategies to align with consumer preferences, ultimately fostering sustainable agricultural practices and increased income for cooperative farmers.