Determinants Factors on Consumer Buying Behaviour in Maiduguri, Borno State, Nigeria

Buying behaviour of consumers are now dynamic across the globe, because of cultural differences. These have become necessary to look at reasons that necessitated its impact on consumers. Therefore, the paper tries to examine what influence consumer buying behaviour in Nigeria particularly those residences in Maiduguri. This study looked at how all the variables: price, motivation, perceived cultural importance and religious orientation have an impact on consumer purchase decisions. The study utilizes survey research design questionnaire for the purpose of data collection from provision stores within Maiduguri with a total population of 385. The technique used in this study was Partial Least Square (PLS-SEM) for the testing of hypothesis for the study. The study revealed that all the variables: price, motivation, perceived cultural importance have positive and significant relationship Also, the study found out that religious orientation does not mediate with price, motivation, perceived cultural importance and consumer buying behaviour which is not significant. The study therefore suggests that future researchers are encourage to look at other variables which can change consumer attitude and give them the confidence on how to make their purchases globally