Influence of Consumer Perception on Purchase Decisions for Fast-Moving Consumer Goods

Marketing — 2025, Undergraduate

This study examined the influence of consumer perception on purchase decisions for fast-moving consumer goods in Nigeria. A descriptive survey was conducted with shoppers in selected retail outlets using a structured questionnaire. Data were analysed using descriptive statistics and regression analysis. The findings revealed that perceived quality, value for money, and brand image significantly influenced purchase decisions, while negative perceptions of safety and authenticity discouraged purchases. The study found that peer reviews and social media content increasingly shaped consumer perceptions. It recommends consistent quality, transparent product information, and positive brand communication.

Report a problem with this project