ABSTRACT
The study
examined the influence of product innovation on customers purchase intention for
beverage products in Abia State, Nigeria. A study of Friesland Peak Choco and Cadbury hot Choco 3 in 1
products. Specifically, the study examined how package rebranding affects
consumers’ willingness to buy; examined how modifications in nutritional benefits
affect consumers’ trial purchase; examine how product taste improvement affect
consumers’ preference; and examine how product quantity adjustment affect
consumers’ purchase intention. Casual and survey research design were used for
the study. The total population of study was 1,495,186 consumers above 18 years
of age. With a known population, Yamane
(1967) formula was adopted to select 384 sample size. Multi-stage and
convenience sampling
techniques were adopted for the selection of respondents. Questionnaire was the
major instrument for data collection. The data were subjected to Cronbach Alpha
reliability test and 0.709 value was realized which showed that the instrument was
highly reliable. The data were analyzed with descriptive statistics such as
mean, frequency and percentage distribution. The hypotheses were tested with
simple regression analysis model. The descriptive results revealed that, 47.9%
of the consumers’ strongly agreed that, the pictures and instructions on the
products impelled them to buy the product. The
empirical result revealed that package rebranding has significant effect on
consumers’ willingness to buy. Modifications in nutritional benefits have
significant effect on consumers’ trial purchase. Product taste modification has
significant effect on consumers’ preference of the studied products. And
product quantity adjustment has significant effect on consumers’ purchase
intention. It is therefore, concluded that product innovation is one of the
fundamental instruments of growth strategies to enter new markets, to increase
the existing market share and to provide the company with a competitive edge.
We recommended that,
incorporation of nutritional value label on the package would enhance the
demand and preference for the products and it would be an appropriate strategic
task for the efficient innovation. Thereby, producers of Peak Choco 3 in
1 sachet and Cadbury Hot Choco 3 in 1 sachet could compete with the other products with
nutritional value labels and also it would be an ideal strategy in penetrating
new markets where the nutritional values are requirement.
MARGARET, O (2024). Influence of product innovation on customers purchase intention for beverage products in Abia State, Nigeria:- Okocha, Margaret O. Repository.mouau.edu.ng: Retrieved Sep 07, 2024, from https://repository.mouau.edu.ng/work/view/influence-of-product-innovation-on-customers-purchase-intention-for-beverage-products-in-abia-state-nigeria-okocha-margaret-o-7-2
OBI, MARGARET. "Influence of product innovation on customers purchase intention for beverage products in Abia State, Nigeria:- Okocha, Margaret O" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 30 Apr. 2024, https://repository.mouau.edu.ng/work/view/influence-of-product-innovation-on-customers-purchase-intention-for-beverage-products-in-abia-state-nigeria-okocha-margaret-o-7-2. Accessed 07 Sep. 2024.
OBI, MARGARET. "Influence of product innovation on customers purchase intention for beverage products in Abia State, Nigeria:- Okocha, Margaret O". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 30 Apr. 2024. Web. 07 Sep. 2024. < https://repository.mouau.edu.ng/work/view/influence-of-product-innovation-on-customers-purchase-intention-for-beverage-products-in-abia-state-nigeria-okocha-margaret-o-7-2 >.
OBI, MARGARET. "Influence of product innovation on customers purchase intention for beverage products in Abia State, Nigeria:- Okocha, Margaret O" Repository.mouau.edu.ng (2024). Accessed 07 Sep. 2024. https://repository.mouau.edu.ng/work/view/influence-of-product-innovation-on-customers-purchase-intention-for-beverage-products-in-abia-state-nigeria-okocha-margaret-o-7-2