Open Journal of Business and Management, 2023, 11, 2555-2571 https://www.scirp.org/journal/ojbm ISSN Online: 2329-3292 ISSN Print: 2329-3284 DOI: 10.4236/ojbm.2023.115141 Sep. 27, 2023 2555 Open Journal of Business and Management Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour in Nigeria Alfa Abubakar, Hadiza Saidu Abubakar, Cross Ogohi Daniel Department of Business Administration, Nile University of Nigeria, Abuja, Nigeria Abstract This study examined the relationship between Foreign Brand Admiration, Product Perceived Quality and Consumer Behaviour among rice consumers in Nigeria. The study adopts a correlation research design and employs a ques- tionnaire to collect primary data from 494 respondents in Jigawa, Kaduna, Ka- no, Katsina, and Kebbi States in 2023. In the process of collecting data, 600 questionnaires were distributed equally to respondents in the five states out of which 545 were returned. 51 of the returned questionnaires were rejected. Therefore, there is response rate of 82%. The study employed formula for cal- culation of the sample size of an unknown population to arrive at 384 respon- dents, but in order to avoid non-response biasness, the study increased the sampling size to 600. Structural Equation Modelling (SEM) regression tech- nique is employed for the analysis of the data using SmartPLS 4 statistical soft- ware. The study is supported by Reasoned Action Theory. The findings show that the Product Perceived Quality has a positive significant impact on Con- sumer Behaviour while Foreign Brand Admiration could not influence Con- sumer Behaviour. The study conducts relevant reliability and validity tests to ensure the consistencies of the constructs. The study contributes that Foreign Brand Admiration influenced Consumer Behaviour of rice consumers in Nige- ria and this provides implications for marketers and policymakers in Nigeria. Keywords Foreign Brand Admiration, Product Perceived Quality, Consumer Behaviour 1. Introduction Consumer Behaviour in the context of rice customers refers to the process by which individuals or households make decisions about the purchase, consump- tion and disposal of rice. Rice is a staple food in many parts of the world, and its How to cite this paper: Abubakar, A., Abubakar, H. S., & Daniel, C. O. (2023). Foreign Brand Admiration, Product Per- ceived Quality and Consumer Behaviour in Nigeria. Open Journal of Business and Man- agement, 11, 2555-2571. https://doi.org/10.4236/ojbm.2023.115141 Received: June 11, 2023 Accepted: September 24, 2023 Published: September 27, 2023 Copyright © 2023 by author(s) and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY 4.0). http://creativecommons.org/licenses/by/4.0/ Open Access