Robust Factors Influencing Consumer Patronage of Bread Brands:
Empirical Evidence from Anambra State of Nigeria
Abstract
The study examined the robust factors that influence consumer patronage of bread brands in Anambra State of Nigeria. Specifically, the study investigated the influences of product quality, health benefit, taste, price, product availability and package design on consumer patronage of bread brands in Anambra State of Nigeria. This research work was anchored on the theory of planned behavior and theory of expectancy. A descriptive research design using a survey method was adopted in this study. The research instrument for data collection was the questionnaire which was administered to the consumers of the selected bread brands in Anambra State. The population comprised the consumers of the bread brands while the sample size was three hundred and seventy-nine. A convenience sampling technique was used. The hypotheses were tested using multiple regression analysis statistical technique at 0.05 level of significance. The findings revealed that product quality has a significant positive influence on consumer patronage of selected bread brands in Anambra State of Nigeria. Health benefit has a significant influence on consumer patronage of bread brands in Anambra State. Taste of bread has a significant influence on consumer patronage. The study also found that price has a significant but negative influence on consumer purchase in Anambra State. The findings revealed that product availability has a significant influence on consumer patronage of selected bread brands in Anambra State of Nigeria. The findings revealed that package design has a significant influence on consumer patronage of bread brands in Anambra State of Nigeria. The researchers recommended among others that bread manufacturers, sellers and other stakeholders should invest more on product quality, health benefit, taste, packaging design and product availability. They should put more effort by maintaining affordable prices so as to enhance sustained patronage of bread brands in Anambra State of Nigeria.
