Regulatory Activities of National Agency for Food, Drug Administration and Control (NAFDAC) and Compliant Buying Decision Of Low and Medium Income Earners in South-East, Nigeria: The Packaged Water Context

摘要

The aim of this empirical investigation was to determine the extent to which low and medium income earners in South-East of Nigeria comply, in their food and drug buying decision, with regulation of National Agency for Food, Drug Administration and Control (NAFDAC) for their health benefits. Though, NAFDAC, under Decree No. 20 of 1990, is empowered to regulate and control the manufacture and marketing of certain products in Nigeria, the impact of such regulatory and control practices on the compliant behavior of these consumers seems to be uncertain. Drawing on social marketing theories, in general, and perception theories in consumer behavior, in particular, we argue that consumer compliant buying decisions are linked to NAFDAC regulatory activities. However, from general observation, it seems that much uncertainty still beclouds consumers’ behavioral responses towards products with or without NAFDAC “Seal of Approval Numbers,” on them. Given that this area has suffered a dearth of research till date, this paper represents a latest attempt to explore this uncertainty. Using structured questionnaire, primary data generated from 337 randomly selected low and medium income earners located in major cities of South-East Nigeria, were analyzed using Pearson and simple regression statistics. Some interesting findings were made and discussed in line with the study implications. Key words: Compliant buying-decision, consultative meetings, NAFDAC Regulatory Activities, Packaged water, product registration, and public enlightenment