The Influence of Product Attributes on Consumer Purchase Decision in the Nigerian Food and Beverages Industry: A Study of Lagos Metropolis

Abstract

This study investigates the influence of product attributes on consumer purchase decision in Nigerian food and beverages industry: A study of Lagos Metropolis. Descriptive research method was used to survey 400 customers of the selected two companies in food and beverages industry. Data were collected through questionnaire administered. Descriptive statistic and Pearson correlation coefficient was used as a method of data analysis. The result of the analysis reveals a positive correlation between product attribute and consumer purchase decision. Indeed, consumer purchase decision can be viewed as a process in which consumers evaluate alternative products on the strength of various attributes and on the basis of which marketers differentiate and set their brand apart from competition.