INFLUENCING FACTORS OF CONSUMERS’ BRAND PREFERENCE OF POWDERED MILK
Oghenenyerhovwo Rita Inoni
E-mail: oghenenyerhovwo.inoni@dou.edu.ng
Ph.D, Dennis Osadebay University Asaba. Delta State, Nigeria
https://orcid.org/0000-0002-3656-2000
Justice Taiwo Ogundare
E-mail: justice.ogundare@dou.edu.ng
Ph.D., Dennis Osadebay University Asaba. Delta State, Nigeria
https://orcid.org/0000-0002-8622-9206
Abstract: Consumer brand preference (CBP) is a precursor to a consumer’s final purchase decision of a product, and is an important area in the field of consumer buying behaviour. This is particularly so owing to the multitudinous array of competing products in the market place. Thus, the purpose of this study is to investigate the variables that influence consumers' brand preferences for powdered milk in the study area. In order to realise the objectives of the study, data were drawn from a sample of 381 milk consumers in Delta and Edo States in Southern Nigeria, using stratified and purposive sampling methods. The data generated were analysed with descriptive and inferential statistics including frequency tables, cross tabulation, ANOVA and multiple regression. The results of the cross-tabulation of monthly income and milk brands reveal that ‘Dano’is the most preferred (17.3%) powdered milk brand, while ‘Milksi’ is the least preferred (5.8%) by consumers across all income groups. The multiple regression results indicate that CBP for milk powder is significantly influenced by consumers’ attitude, reference groups, product quality, consumption emotions, television advertisement and product price, with positive consumption emotions as the dominant predictor. The study also found significant variation in CBP with respect to educational status, household size and income. Therefore, milk producing companies should adopt pragmatic pricing and marketing strategies to reach desired target segments in order to sustain customers’ patronage and ensure they remain loyal to their brands.
Keywords: consumer brand preference; purchase decision; consumption emotions; powdered milk; Nigeria
JEL classification: D12, M30, M31
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References
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