ABSTRACT

The examination of the effect of innovation development on consumer patronage of flour-based products in Abia State., Nigeria was the main focus of this study. Simple and purposive random sampling techniques were adopted for this study in the collection of data from 80 flour-based products’ consumers. Simple descriptive statistics like tables and frequencies and inferential statistics like correlation and multiple regression models were to analyze the data. The results showed that majority of the consumers were still young comprising about 82% of the entire population sample. The majority (58%) of respondents who consumed these products were males. A larger proportion of the respondents (54%) were married and the remaining 46% unmarried or single. Findings show that the consumers were moderate income earners and as such could cater for the needs of the household members. Civil servants were the highest consumers of flour-based products accounting for about 43% of the entire respondents. Packaging, market segmentation, branding, use of modern bakery equipment and use of quality flour were the identified innovation practices adopted by the flour-based product manufacturers. These practices were adopted by the manufacturers at different levels ranging from 40%, 13%, 14%, 11% and 23% respectively. The distribution of the flour-based product by level of preference shows that that bread was the most consumed and preferred of all the products accounting for about 23%. The model gave R2 of 0.912, 0.654, 0.461, 0.702 and 0.550 respectively implying that 91.2%, 65.4%, 46.1%, 70.2% and 55% changes in the amount of the products (bread, biscuits, cake, chin-chin and noodles) consumed was accounted for by the independent variables included in the model. The F-ratio was significant for all the regressions at 1% significant level. The result showed that price negatively affected the consumption of all the products at 1% level of significance. Income was positively correlated to the consumption and patronage of bread and cake at 1% and 5% significant levels respectively. The coefficient for taste was positively signed for bread, biscuits and cake at 1%, 1% and 10% significant levels. Packaging influenced the patronage of bread, cake and noodles at 1%, 5% and 5% significant levels respectively. Product availability was positively related to patronage of cake and chin-chin at 5% significant levels respectively. Product quality was also positively correlated to the patronage and consumption of bread, biscuits, cake and noodles at 1% level of significance respectively. The correlation analysis result reveals that positive correlation (r = 0.338, 0.120 and 0.315) existed for packaging, branding and product quality. Based on the findings of this research, it was recommended that flour-based firms should be willing to adopt more innovative practices, packaging as a promotional tool must be efficiently developed to make up for deficiencies in the profit and competitive status of the firms. Brand development must be given adequate consideration as it helps to establish a product’s influence in the market. 

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi-viii

List of Tables ix

Abstract x

 CHAPTER ONE

INTRODUCTION

1.1 Background of study 1

1.2 Statement of problem 4

1.3 Objectives of study 5

1.4 Research questions 5

1.5 Research hypotheses 5

1.6 Significance of study 6

1.7 Scope of study 6

1.8   Definition of terms 7

1.9 Limitation of the study 7

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Concept of Innovation Development 8

2.2 Inter-disciplinary Views of Innovation 9

2.3 Sources of Innovation 11

2.4 Diffusion of Innovation 11

2.5 Classification of Innovation 12

2.6 Types of Innovation 13

2.7 Processing of Cassava into Unfermented Flour 14

2.8 Cassava flour Utilization in Abia State 15

2.9 Cassava Biscuits 16

2.10 Cassava, Bread, cake, Noodles and Chin-chin 16

2.11 Factors Affecting the Level of Consumption of Flour-Based Products 

in Abia State. 17

2.12 Innovation Practices Adopted by Flour-Product Based enterprises 18

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design 22

3.2 Area of Study 22

3.3 Population of the Study 22

3.4 Sample and Sampling Techniques 23

3.5 Method of Data Collection 23

3.6 Method of Data Analysis 23

3.6.1 Model Specification 24

CHAPTER FOUR

RESULTS AND DISCUSSION

4.1 Socio-economic Characteristics of the Respondents 26

4.2 Innovation Practices Adopted by the Flour-based products 

Manufacturers 31

4.3 Consumption Preferences of the Flour-based Products 32

4.4 Factors Affecting the Consumption of Selected Flour-based products 33

4.5 Effect of Innovation Practices on Consumers’ patronage of flour-based 

Products 36

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 38

5.2 Conclusion 40

5.3 Recommendations 40

References