ABSTRACT
Product orientation
companies may often trust that their engineers may design exceptional products.
Features may have little or no customer input and very often they may not even
examine competitors’ products and weakness which could aid them gain
competitive advantage and stay ahead of competition. This obvious knowledge gap
was the main impetus for conducting this study. This study focused on Effect of
product attributes on consumers’ patronage of Milo and Ovaltine beverage food
drinks in Akwa Ibom State. To achieve this objective, data were collected using
a survey of 383 respondents drawn from the Three Senatorial district of Akwa
Ibom State which were consumers of Milo and Ovaltine beverages. 380 copies of
the questionnaire were retrieved in useable form representing 99 percent and
data analysed using simple regression model (SRM). Data generated from the
study were processed, using descriptive and inferential statistics and
hypotheses tested with linear regression at 0.05 level of significance. Finding
revealed that the variables product taste, packaging elements, price and
nutritional value had significant influence on consumer’s patronage of Milo and
Ovaltine beverage drinks in Akwa Ibom State. Based on the findings of this
study, the following conclusions were made. Product attributes have significant
influence on consumers’ patronage of Milo and Ovaltine beverage drinks in Akwa
Ibom State. This means that for every unit of the product attributes such as
product taste, packaging elements, price and nutritional value, there is a
positive effect or increase on consumers’ patronage of Milo and Ovaltine
beverage drinks in Akwa Ibom State. Therefore, Therefore, depth information
about the perception of consumers of Milo and Ovaltine beverages serious
business. As technology and taste change, products become out of date and
inferior to competition, companies must replace with features that consumers’
value.
POLYCARP, E (2024). Product Attributes and Consumer Patronage of Milo and Ovaltine Beverage Drinks in Akwa Ibom State:- Umoetuk, Polycarp E. Repository.mouau.edu.ng: Retrieved Sep 07, 2024, from https://repository.mouau.edu.ng/work/view/product-attributes-and-consumer-patronage-of-milo-and-ovaltine-beverage-drinks-in-akwa-ibom-state-umoetuk-polycarp-e-7-2
EMMANUEL, POLYCARP. "Product Attributes and Consumer Patronage of Milo and Ovaltine Beverage Drinks in Akwa Ibom State:- Umoetuk, Polycarp E" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 22 Jul. 2024, https://repository.mouau.edu.ng/work/view/product-attributes-and-consumer-patronage-of-milo-and-ovaltine-beverage-drinks-in-akwa-ibom-state-umoetuk-polycarp-e-7-2. Accessed 07 Sep. 2024.
EMMANUEL, POLYCARP. "Product Attributes and Consumer Patronage of Milo and Ovaltine Beverage Drinks in Akwa Ibom State:- Umoetuk, Polycarp E". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 22 Jul. 2024. Web. 07 Sep. 2024. < https://repository.mouau.edu.ng/work/view/product-attributes-and-consumer-patronage-of-milo-and-ovaltine-beverage-drinks-in-akwa-ibom-state-umoetuk-polycarp-e-7-2 >.
EMMANUEL, POLYCARP. "Product Attributes and Consumer Patronage of Milo and Ovaltine Beverage Drinks in Akwa Ibom State:- Umoetuk, Polycarp E" Repository.mouau.edu.ng (2024). Accessed 07 Sep. 2024. https://repository.mouau.edu.ng/work/view/product-attributes-and-consumer-patronage-of-milo-and-ovaltine-beverage-drinks-in-akwa-ibom-state-umoetuk-polycarp-e-7-2