ISIBOR, Osaiga Felix (PhD)1, OLAWALE Lola Adetunji2,
DARAMOLA, Gloria C.3 & AGBONIFOH Christopher Ihionkhan (PhD)4
1,4Department of Marketing, University of Benin, Edo State
1Osaiga.isibor@uniben.edu, 4Christopher.agbonifoh@uniben.edu
2Department of Marketing, Moshood Abiola Polytechnic, Abeokuta, Ogun State
3Business Administration Department, Bell University of Technology, Ota, Ogun State
Abstract
The study examines the implications of social distancing on consumers’ repurchase, Respondents’ opinion was gathered from selected South-Western States in Nigeria, using a structured questionnaire distributed with the means of google doc via social media platforms. Results from data obtained showed that repeat purchase intention for the selected beverage brands increased as the period of social distancing stretched. Hence there was a positive and significant relationship between the imposition of social distancing and consumers’ repurchase intention for beverages during the lock down. There was however no significant difference in repeat purchase intention based on Voluntariness to engage in social distancing. The study therefore recommends more attention on consumers voluntarism as it relates to social distancing during any period
of pandemic. Furthermore, since repeat purchase for beverages tends to be high during lockdown, manufacturers / producers of beverages should be treated as essential workers and should be exempted from sit-at-home order or lockdown by the government to enable them meet the demands and yearnings of their teeming consumers.
Keywords: Beverages; COVID-19 Lockdown, FMCG, Repurchase Intention, Social
Distancing.
