Abstract

This study investigated the influence of cultural factors such as customs, beliefs and values on the consumption
patterns of chewing sticks, traditional wears, marriage apparels and burial rites in the South-South Geopolitical
zone of Nigeria. 480 copies of questionnaire were developed and administered amongst adults of 4 randomly
selected riverine Local Government Areas (LGAs) of each state of Cross River, Rivers, and Akwa Ibom.
Specifically, each state surveyed was rated equal as well as the LGAs and so, 160 and 40 respondents were
respectively surveyed from each state and each LGA. The data were analyzed based on 436 returns rate using
simple percentages and Chi-square test statistic. However the findings showed that the interaction between
cultural factors and consumption patterns in the zone, though with differing values, is statistically significant.
Therefore, we conclude that a fair grasp of the strength of interaction between these variables and consumption
requires studying them separately and not holistically. Finally, the study implied among others that since culture
strongly correlates with a firm’s financial performance, market orientation, and market positioning, its variables
must not be taken for granted, rather they should be studied, identified, monitored, manipulated (where possible),
and adapted to, in order to avoid threats they pose, and take advantage of opportunities they offer since strategic
marketing decisions in our ever turbulent environments are often based on them.

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