Consumer Survival Buying Behaviour during Inflation: An examination of Brand Switching among Customers of EFGMARTS, Uyo Metropolis, Nigeria

Inflation has become one of the most persistent economic challenges affecting consumer purchasing behaviour in Nigeria. The continuous increase in the prices of goods and services has significantly reduced consumers’ purchasing power and altered traditional consumption patterns. As households struggle to cope with rising living costs, many consumers adopt survival-oriented buying behaviours aimed at maximizing utility while minimizing expenditure. One of the most common responses to inflationary pressure is brand switching, whereby consumers abandon preferred brands and patronize lower-priced alternatives that offer comparable benefits. This study examined consumer survival buying behaviour during inflation with particular emphasis on brand switching among customers of EFG Marts, Uyo, Akwa Ibom State. The objectives of the study were to determine the effect of inflation on consumer purchasing behaviour, assess the extent to which inflation influences brand switching, examine the relationship between price sensitivity and brand switching behaviour, and evaluate the impact of inflation-induced brand switching on customer loyalty. The study was anchored on Consumer Decision-Making Theory, Utility Theory, Prospect Theory, and the Theory of Planned Behaviour. A descriptive survey research design was adopted. The target population comprised customers of EFG Marts in Uyo, while a sample size of 384 respondents was determined using Cochran’s formula. Data were collected using structured questionnaires and analysed using descriptive and inferential statistics. The findings revealed that inflation significantly reduces purchasing power, increases price sensitivity, encourages brand switching, and weakens customer loyalty. The study concluded that affordability has become a more important determinant of purchase decisions than traditional brand attachment among many consumers. The study recommends that retailers should adopt value-based pricing strategies, strengthen loyalty programmes, introduce affordable product variants, and continuously monitor changing consumer preferences in order to maintain customer retention during inflationary periods.