Social Medial Promotional Activities Influence on Purchase Choice Decision and Price of Perishable Food Items during COVID-19 in Lagos, Nigeria

Abstract

This study aimed to research if promotional activities on social media influence purchase choice decisions, consumers impulse buying, the price for perishable food items, like vegetables, fruits, beef, fish, and others during the COVID-19 pandemics. Likewise, if there are differences between the original market price of goods before the COVID-19 pandemic and the promotional online prices during the pandemic, to investigate if the online price of delivering goods to consumer homes influence consumer quantity purchase decision, and if there is any relationship between consumer location and price of goods delivery during the COVID-19 pandemics. The results suggest that promotional activities on social media for perishable food items during the pandemic does not necessarily influence consumers purchase choice decision, but rather, influence consumer quantity purchase, and there is a difference between the original market price of goods before the COVID-19 – pandemic and the promotional online price during the pandemic. Likewise, there is a relationship between consumer location and price of goods delivery during the COVID-19 pandemics. The findings of the study showcase a typical situation of things during a crisis in a developing country, where people take advantage of situations to exploit the helpless. Prices of goods increased, and people had no choice but had to buy because man cannot do without food.