Influence Of Product Information Awareness On Consumer Choice

Project and Seminar Material for Marketing

Influence Of Product Information Awareness On Consumer Choice


Abstract


The study examine product information awareness and consumer choice for selected malt drinks in Port Harcourt metropolis. The cross sectional survey design was adopted. A total of 40 copies of questionnaire were retrieved and analyzed using Spearman’s Rank correlation techniques. The statistical tool was used to test the eight (8) hypothesis. The results of our analysis showed that product information is significantly related to consumer choice.

The result of our hypothesis 1, reveals that there is a positive and significant relationship between NAFDA number and consumer preference, our hypothesis 2, shows that there is a positive and significant relationship between NAFDAC number and consumer attitude, hypothesis 3 result indicate that there is a positive and significant relationship between nutritional value and consumer preference, hypothesis 4 results revealed that there is a positive arid significant relationship between nutritional value and consumer attitude, hypothesis 5 revealed that there is a positive arid Significant relationship between expiry date and consumer preference, hypothesis 6 shows that there is a prefect relationship between expiry date and consumer attitude, hypothesis 7, shows that there is a perfect relationship between company name and consumer preference, hypothesis 8 shows That there is a positive and significant relationship between company name and consumer attitude.

We recommend that producers of malt drinks should take the issue of relevant product information seriously in the presentation of their brands in the market place, producers of malt drinks should do a research on the taste and preference of their target consumers before producing, government should put in place laws that restrict malt product that do not have adequate product information, producers of malt drinks should engage in extensive promotion, building relationship with customers that leads to loyalty or advocacy behaviour.


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