Cultural determinism of consumer behaviour on SMEs performance in Osun State, Nigeria
Mufutau Akanmu Popoola, Agboola Nurudeen Adekunle & Osuolale Olatunde Misbaudeen
Abstract
Culture significantly influences individual desires and behaviors, and this is particularly evident in Osun State, which boasts a rich cultural heritage. Understanding sample cultural determinism and its impact on consumer behavior is essential for Small and Medium Enterprises (SMEs) operating in Osun State, as it directly affects their performance. From Osogbo to Ilesha, culture shapes consumer responses to the products and services offered by SMEs. This study aims to investigate two key objectives: the impact of cultural determinism on consumer behavior and its relationship with SME performance in Osun State. Two hypotheses were tested using a descriptive survey design. The study's population consisted of 2,273 SMEs in Osun State, according to SMEDAN. The size of 317 was determined using the Krejcie and Morgan table, and data were collected from business owners via a simple random sampling method in three major towns: Osogbo, Ife, and Ilesha. Out of the 317 questionnaires distributed, 301 were suitable for analysis. The findings suggest that SMEs in Osun State are significantly influenced by cultural beliefs, and these cultural factors must be considered when establishing and running a business. The study recommends that SMEs in Osun State pay close attention to cultural beliefs at the individual, group, and societal levels to enhance their performance.
Keywords
cultural, determinism, consumer behavior, SMES performance
Author information & Contribution
Mufutau Akanmu Popoola. Corresponding author. PhD. Department of Business Administration and Management, Federal Polytechnic Ayede, Oyo State, Nigeria. Email: popoolama@federalpolyayede.edu.ng
Agboola Nurudeen Adekunle. Department of Business Administration, Fountain University, Osogbo, OSun State, Nigeria.
Osuolale Olatunde Misbaudeen. Fountain University, Osogbo, Osun State, Nigeria.
"All authors equally contributed to the conception, design, preparation, data gathering and analysis, and writing of the manuscript. All authors read and approved the final manuscript."
Disclosure statement
No potential conflict of interest was reported by the author(s).
Funding
This work was not supported by any funding.
AI Declaration
The authors declare the use of artificial intelligence (AI) in writing this paper. In particular, the authors utilised ChatGPT for language editing, restructuring sentences, and improving clarity. The authors take full responsibility for ensuring proper review and editing of the AI-generated content.
Notes
*This paper is presented at the 6th International Conference on Multidisciplinary Industry and Academic Research (ICMIAR)-2025
Acknowledgement
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Cite this article:
Popoola, M.A., Adekunle, A.N. & Misbaudeen, O.O. (2025). Cultural determinism of consumer behaviour on SMEs performance in Osun State, Nigeria. Industry and Academic Research Review, 3(1), 59-72. https://doi.org/10.53378/iarr.186
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