International records / OpenAlex research

Cultural determinism of consumer behaviour on SMEs performance in Osun State, Nigeria

Culture significantly influences individual desires and behaviors, and this is particularly evident in Osun State, which boasts a rich cultural heritage. Understanding sample cultural determinism and its impact on consumer behavior is essential for Small and Medium Enterprises (SMEs) operating in Osun State, as it directly affects their performance. From Osogbo to Ilesha, culture shapes consumer responses to the products and services offered by SMEs. This study aims to investigate two key objectives: the impact of cultural determinism on consumer behavior and its relationship with SME performa…