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Top American Journal of Marketing and Management
Vol. 10 No. 3 (2025): May-June
Original Articles

FOOD MARKETING AND CONSUMER BEHAVIOUR: A SOCIOLOGICAL PERSPECTIVE

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  • Uchenna Okonkwo (Ph.D)
Uchenna Okonkwo (Ph.D)
Department of Sociology & Anthropology, Faculty of the Social Sciences, University of Nigeria, Nsukka
DOI: https://doi.org/10.5281/zenodo.15747585

Published 2025-06-26

Keywords

  • Marketing,
  • Consumer,
  • Consumer Behaviour,
  • Food,
  • Customers

How to Cite

Okonkwo , U. (2025). FOOD MARKETING AND CONSUMER BEHAVIOUR: A SOCIOLOGICAL PERSPECTIVE. Top American Journal of Marketing and Management, 10(3), 1–18. https://doi.org/10.5281/zenodo.15747585

Copyright (c) 2025 Top American Journal of Marketing and Management

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

The changing pattern of food culture and lifestyle among people, characterized by increased reliance on convenience foods and eating out, has created a vacuum for food companies to fill through marketing. This study thereby aimed to investigate the impact of food marketing on consumer's behaviour in Nsukka LGA, Enugu State. The study adopted a cross-sectional research design. A total of 600 respondents aged 18 years and above, and residing in Nsukka were selected for the study. A multistage sampling technique was used in selecting the respondents. The data obtained were sorted, assembled, coded, and analyzed using the Statistical Package for the Social Sciences (SPSS version 22). Findings from the study revealed that the influence of food marketing on consumers' purchasing behaviour is very high among the respondents in Nsukka LGA. The study further revealed that price, packaging and labeling were significant factors influencing consumer's food purchasing behaviour. The study also revealed that food marketing has significant impact towards buying of unhealthy food. More so, the study established a strong association between active social media use and influence of food marketing. Based on these findings, the study primarily recommended that Nigerian government and lawmakers should establish and enforce regulations to restrict the marketing of unhealthy food products, particularly to vulnerable population such as children and adolescents.

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