Abstract

The study investigated the marketing mix variables influencing consumer purchase decision of Fast Moving Consumer Goods (FMCG) in Osun State, Nigeria. The study adopted a cross-sectional research design and questionnaire was used to collect the data. A total of 222 respondents out of the initial expected sample size of 384 completed the questionnaire. Descriptive analysis was employed to provide an overview of the sample characteristics. The mean and standard deviation of the responses to each statement in the questionnaire were also analysed. Multiple regression analysis was used to examine the effects of product, price, distribution and promotion on consumer purchase decision. The results revealed that distribution (b3=0.464, t=32.743, p=0.000<0.05) significantly influence consumer purchase decision of FMCG. This was followed by price (b2=0.212, t=8.026, p=0.000<0.05), product (b1=0.126, t=4.496, p=0.000<0.05) and promotion (b4=0.094, t=2.843, p=0.005<0.05) respectively. The findings suggest that optimising distribution channels is crucial for enhancing FMCG purchase decision. This insight provides actionable guidance for FMCG businesses aiming to optimise their market strategies and consumer preferences.