BELLO Babatunde Sikiru1
OREAGBA Oluwakemi Taiwo2
1Department of Marketing, Federal Polytechnic, PMB 55, Bida, Niger State
bello.babatunde@fedpolybida.edu.ng
2Department of Management and Accounting
Lead City University Lagos-Ibadan Express Way, Toll Gate Area, Ibadan, Oyo State
oluwakemi.oreagba@lcu.edu.ng
Abstract
Religion play a central role in shaping consumer behaviour, particularly in culturally diverse communities like Bida in Niger State, Nigeria. In such environments, beliefs tied to faith significantly influence how people engage with Fast-Moving Consumer Goods (FMCGs). However, a growing disconnect has emerged between the religious expectations of consumers and the product offerings of FMCG companies. This gap often results in distrust and dissatisfaction among buyers who feel their values are overlooked. The purpose of this study was to assess how religious factors affect consumer experiences related to FMCGs in Bida. The research employed an explanatory design and focused on 1,500 small-scale businesses within the food and confectionery sector. The Taro Yemane formula was used to determine a sample size of 316 FMCG firms, while the test units were selected using purposive sampling. A structured, close-ended questionnaire was used to gather primary data, which was analyzed using descriptive statistics and regression analysis via SPSS. The results revealed a strong, statistically significant connection between religion and consumer experience. Based on these findings, FMCG businesses are encouraged to align their product labeling, packaging, advertising and timing of promotions with prevailing religious norms. When companies recognize and respond to such values, they are more likely to build trust, deepen loyalty and achieve greater market relevance.
Keywords: Consumer experience, FMCGs, halal, product quality, religion.