The Nigerian Journal of Business and Social Sciences

Influence of packaging on consumer purchase decisions of cereal-based fast-moving consumer goods

2025-11-07T10:11:51+00:00

The cereal-based fast-moving consumer goods (FMCG) market in Lagos State, Nigeria, is experiencing rapid growth, driven by a rising middle class and increasing consumer awareness. Packaging has emerged as a key factor influencing consumer buying behaviour in this competitive environment. This study investigated the impact of packaging—specifically colour and background imagery—on consumer purchase decisions in Lagos State, using Nestlé's Golden Morn as a case study. Guided by the Theory of Planned Behaviour and Cue Utilisation Theory, the study adopted a descriptive survey design. Primary data were collected through a structured questionnaire administered to 133 consumers, selected through purposive and simple random sampling across retail outlets in Lagos State. Data were analysed in SPSS using descriptive statistics and correlation analysis to evaluate the relationships between packaging attributes and consumer purchase decisions. Findings revealed a strong positive correlation between packaging colour and consumer purchase decisions (r = 0.659, p < 0.001) and an even stronger correlation with background imagery (r = 0.685, p < 0.001). These results align with observed consumer behaviour in Lagos retail spaces, where packaging often serves as the first interaction between the product and the buyer. Beyond visual appeal, packaging communicates quality, trust, and brand identity. The study recommends that cereal-based FMCG brands adopt packaging strategies that are visually engaging and culturally relevant to their target audience to enhance product visibility, influence purchasing decisions, and encourage long-term customer loyalty.

Management Accounting Techniques and the Quality of Financial Reporting in Manufacturing Firms in Nigeria

2025-11-07T11:19:39+00:00

This study investigated the effect of management accounting techniques on the quality of financial reporting (QFR) in Nigerian manufacturing firms. The broad objective was to examine how management accounting techniques affected the quality of financial reporting in Nigerian manufacturing firms. It also examined the mediating roles of managerial perception, organisational culture, and information systems. Using a survey-based research design, the study employed a purposive sampling method to select 200 finance professionals. The key findings showed that organisational culture (B=0.296, p=0.000) and information systems (B=0.440, p=0.036) have a significant positive impact on QFR. Conversely, management practices (B = -0.102, p = 0.620) had an insignificant effect. The important constant indicated that other unexamined factors also influence QFR. The study concluded that digital accounting technologies and an ethical corporate culture are crucial for improving financial reporting. The study recommended that manufacturing firms should focus on strengthening organisational culture, aligning management practices, and implementing advanced information systems. Specifically, it is essential to invest in technologies like blockchain, AI-powered financial tools, and Enterprise Resource Planning (ERP) systems to improve reporting accuracy and timeliness. Overall, the study provided valuable contributions to the literature on financial reporting quality and offers practical implications for stakeholders seeking to optimise reporting processes in a dynamic business environment.

Medical social workers' role in alcohol and drug abuse control in Olorunda Local Government Area of Osun State, Nigeria

2025-11-07T11:39:50+00:00

This article examined the role of medical social workers in curtailing alcohol and drug consumption in Olorunda Local Government Area of Osun State. It employed a qualitative research design, adopting the Key Informant Interview (KII) strategy. Five (5) participants were randomly selected for the interview among community leaders, medical social workers, NDLEA officials and top civil servants working in the Primary Health Centers (PHCs) in the Local Government Area. The justification for limiting the number to only five (5) was that they were key informants who could provide credible information on the topic under investigation. Even though medical social workers performed credibly well in the course of performing their legitimate duty, the article highlights the significant challenges faced by medical social workers, including inadequate recognition, poor remuneration, and a lack of support from other professionals to complement their efforts in curtailing alcohol and drug abuse in Nigeria. The study recommends better integration of social work into healthcare systems, along with adequate welfare packages for workers, to motivate them to be more proactive in the performance of their statutory functions in Nigeria.

Asymmetric Effects of Oil Price on Health Expenditure in Some Selected OPEC Countries

2025-11-07T12:16:53+00:00

Oil prices affect economic activity, especially for countries that rely on oil revenue for budgeting. Whenever the price of oil affects a country, expenditure on economic activities is affected through budgetary allocation. A negative change in oil prices not only affects allocation in the economy but may also lead to deficit financing, and other sectors of the economy may be affected as well. Therefore, this study examined the asymmetric effects of oil prices on health expenditure in selected OPEC countries (United Arab Emirates, Saudi Arabia, Iraq, Nigeria, and Algeria). These countries are the world's top oil producers and spend less than 6% of their Gross Domestic Product (GDP) on healthcare. The study relied on demand for health theory to structure the estimation models. Data were retrieved from 2000 to 2022 for empirical analysis from the World Development Indicators (WDI, 2023) and the World Bank Commodity Price Data (WCPD, 2023). The study used Welch's T-test, panel Autoregressive Distributed Lag (ARDL) and panel Non-linear Autoregressive Distributed Lag (NARD) to estimate models. The results showed that the burden of health expenditure fell more heavily on households in Nigeria and Iraq. Also, there exist symmetric and asymmetric relationships between oil prices and the two types of health expenditures in the long run. Specifically, a reduction in oil prices hurts both government health expenditure (-0.0096) and out-of-pocket health expenditure (-0.0091). This implies that the government's reduction in health expenditure is due to the fall in oil prices. Based on these results, the governments of these countries should be sensitive and closely monitor health expenditure during oil booms and busts to achieve a healthy economy, as proposed in the SDGs. Specifically, increasing government health expenditure will help improve their health sector activities during oil booms and crunches.

Service Quality and Customer Retention of Deposit Money Banks: The Mediating Effect of Customer Satisfaction in North-western Nigeria

2025-11-07T13:38:24+00:00

This study examined the service quality and customer retention of deposit money banks in northwestern Nigeria, with customer satisfaction as a mediating variable rooted in the Expectancy-Disconfirmation Model (EDM). A cross-sectional survey was employed to collect data from respondents. This study addresses a gap in the literature by investigating how service technology and trust influence customer retention in Nigeria's banking sector, which faces intense competition and shifting customer preferences. The study population comprised 384 retail bank customers from seven (7) banks in four metropolitan states—Kano, Kaduna, Katsina, and Sokoto—in northwestern Nigeria. The study utilised primary data collected on the sample using a 5-point Likert-scale questionnaire. Descriptive and inferential statistical tests, along with multiple regression and a PLS-SEM approach, were used to analyse the data. The results showed that customer satisfaction has a strong, positive, and significant effect on customer retention; service trust has a substantial, positive effect on customer retention, while service responsiveness has a negative, insignificant impact on customer retention. In the banking sector, service responsiveness positively mediates customer satisfaction, which in turn positively mediates the relationship between service trust and customer retention; customer satisfaction also has a moderately negative but statistically significant mediating effect on customer retention. This study recommends that banks focus on acquiring reliable, secure digital platforms (mobile apps, ATMs) with simple interfaces, robust encryption, and biometric authentication to enhance system quality and security, ensuring customers feel safe and confident. Additionally, customer engagement can be improved through AI-driven chatbots, self-service portals, and interactive mobile banking features. This will strengthen competitive strategies and increase the firms' market share and profitability.

The impact of social media platforms on the career development of accounting students in business education in Ogun State.

2025-11-07T13:53:06+00:00

The growing influence of social media platforms has redefined how individuals connect, share information, and explore professional opportunities. This study investigates the impact of social media platforms on the career development of Accounting students of Business Education in Ogun State. A descriptive survey research design was adopted, and data were collected through structured questionnaires administered to selected Accounting students of Business Education. The population of this study comprised all 7471 Business Education (Accounting) students in Ogun State. A sample of 1205 respondents was selected for the study using simple random sampling. Two research questionnaires were used to generate data for the study: the Social Media Platform Questionnaire (SMPQ) and the Career Development Questionnaire (CDQ). The findings revealed that social media platforms significantly contribute to students' awareness of career opportunities, personal branding, and employability skills. Specifically, TikTok had a significant influence on the career development of Accounting Students in Ogun State (β = 6.28, t = 2.826, p < 0.05). Also, WhatsApp had a significant effect on the dependent variable (β = 4.71, t = 9.734, p ˂ 0.05); Facebook had a moderate effect on the career development of the targeted respondents (β = 3.08, t = 2.245, p ˂ 0.05). In the same vein, YouTube predict career development (β = 4.19, t = 3.198, p ˂ 0.05). Also, there is a significant composite influence F (4, 1200) = 615.73, p < 0.05) of TikTok, WhatsApp, Facebook, and YouTube on the career development of Accounting students in Business Education in Ogun State. The study concludes that while social media catalyses career development, its benefits can be maximised only when students are guided toward purposeful and professional use. It recommends that educators and career counsellors should integrate digital literacy and responsible social media usage into the curriculum to help undergraduates harness the full potential of these platforms for their future careers.

Forecasting Nigeria's economic outlook: an ARIMA-based model using GDP data (1990–2023)

2025-11-07T14:09:25+00:00

This study develops a univariate Box–Jenkins autoregressive integrated moving-average (ARIMA (1,0,0)) model with drift to forecast Nigeria's annual GDP index using World Bank data spanning 1990–2023. We apply Augmented Dickey–Fuller unit‐root tests and first differencing to achieve stationarity, then determine model orders via autocorrelation function (ACF) and partial‐autocorrelation function (PACF) analyses. Maximum‐likelihood estimation yields an AR (1) coefficient of 0.4821 and a drift of 4.4052 index points, while Ljung–Box Q‐tests, residual ACF diagnostics, and normality checks confirm white‐noise innovations. One‐step‐ahead forecast accuracy is strong: root‐mean‐square error (RMSE) = 3.40, mean absolute error (MAE) = 2.54, and mean absolute scaled error (MASE) = 0.93, outperforming a persistence benchmark. Ten‐year projections (2024–2033) converge toward the long‐run mean within widening 95% confidence bands, and scenario‐based drift adjustments illustrate plausible growth paths under commodity and exchange‐rate shocks. We recommend anchoring fiscal forecasts to the central projection with ±3–4 index-point buffers, institutionalising rule-based stabilisers, integrating leading indicators via ARIMA-X or GARCH extensions, and deploying an interactive forecasting dashboard. This transparent, empirically validated framework enhances Nigeria's capacity to smooth revenue volatility, calibrate countercyclical measures, and reinforce macroeconomic resilience.