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 As technology and taste change, products become out of date and inferior to competition, companies must replace with features that consumers’ value.