GODDAY MARVELLOUS

This study investigated the influence of cultural factors on consumer buying behaviour in the food and beverage industry in Benin City. Using a survey research design, 400 questionnaires were distributed, and 384 were retrieved and analyzed using descriptive statistics and multiple regression. The findings showed that social group and household influences have significant positive effects on consumer buying behaviour, indicating that peer relationships and family dynamics play major roles in shaping purchase decisions. However, social conformity and religious factors were found to have no significant effect, suggesting that consumers are increasingly guided by individuality and household needs rather than societal or religious pressures. The study recommends that marketers and business operators adopt family-oriented and socially driven marketing strategies while maintaining product quality and innovation. These findings contribute to academic understanding and practical marketing strategies within the Nigerian cultural context.