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Purpose This study aims to examine how deviations from an ideal (prototype) local rice consumer profile influence consumer satisfaction and loyalty in South-West Nigeria. Specifically, it investigates how misalignment in health consciousness, hedonistic value and trust affects consumer behavioural. Design/methodology/approach Primary data were collected from 600 rice-consuming households across Lagos, Ogun and Osun States using a structured questionnaire comprising socio-demographic characteristics, health consciousness, hedonistic perception, trust, satisfaction and loyalty measures. A profile deviation approach was employed, where ideal consumer profiles were constructed from the top 10% most satisfied and loyal consumers. Euclidean distance metrics were used to compute aggregated and disaggregated deviation scores, and ordinary least squares regression was applied. Findings The results show that total profile deviation significantly reduces consumer loyalty but has no significant effect on satisfaction. At the disaggregated level, deviation in hedonistic value (sensory experience such as taste, aroma, texture and cleanliness) negatively affects both satisfaction and loyalty, while deviations in health consciousness and trust are not significant. Practical implications The findings suggest that improving sensory quality attributes, particularly taste, grain uniformity, aroma and removal of impurities, can significantly enhance consumer satisfaction and loyalty toward local rice consumption. Originality/value This study introduces a configuration-theoretic profile deviation approach to food consumer behaviour, demonstrating that consumer misalignment, rather than isolated factors, explains variations in satisfaction and loyalty in staple food markets.
Ogunleke et al. (Wed,) studied this question.