Informativeness and Consumer Preference in an Emerging Economy

Abstract

The study examined the impact of informativeness on consumer preference in selected super stores in Lagos state Nigeria. Survey design was adopted for this study. The population for the study focused on customers that patronizes shoprite, spar and buy right super stores in Lagos state. A sample of 384 customers was selected using Cochran sample technique. The study primary data were obtained through questionnaire administered to 384 respondents. Partial least squares structural equation modelling was utilised to analyse the data collected. The results showed that; Informativeness (attractive headlines) had significant effect on consumer preference with positive coefficient, t-values above 1.96 and p-values less than 0.05. Also, Informativeness (information currency) had significant effect on consumer preference with negative coefficient, t-values above 1.96 and p-values less than 0.05.  while informativeness (product content and unique advantage) had no significant effect on consumer preference with negative coefficient, t-values less than 1.96 and p-values more than 0.05. The study concluded that ensuring attractive headlines and providing current information to customers strongly shape customer preference than product content and unique advantage especially when informativeness of product is involved. The study therefore recommended that super stores can make informed business decisions by presenting attractive headline and current information to their customers as it helps to achieve positive customer preference.