Abstract
Competition has increased due to the proliferation of different brands of malt drinks in Nigeria. Thus, manufacturers and brand managers of malt drinks need to explore strategic approaches to acquiring and retaining their customers. However, this paper assessed the multisensory attributes of malt drinks and consumer purchase decisions in South-Eastern Nigeria. The study population comprises consumers of Maltina, Malta Guinness, Amstel Malta, Dubic Malt, and Grand Malt in South-Eastern Nigeria. A sample size of 384 consumers of malt brands was determined using Topman formula. A convenience sampling technique was adopted, and respondents were drawn from five states such as Abia, Anambra, Ebonyi, Enugu, and Imo. The study adopted a cross-sectional survey research method. Cronbach’s alpha and composite reliability were estimated to check the internal consistency of the study constructs. The structural equation modeling technique was used in data analysis. Findings revealed that the visual attribute of malt has a significant positive relationship with consumer purchase decisions. It was also revealed that malt brand gustatory attribute has a significant positive relationship with consumer purchase decisions. Similarly, it was revealed that the tactile attribute of malt brand has a significant positive relationship with consumer purchase decisions. Finally, it was revealed that the malt brand olfactory attribute has a significant positive relationship with consumer purchase decisions. Therefore, manufacturers and brand managers of malt should improve on packaging their malt brands by strategically adapting a multisensory synergy to guarantee wider consumer purchase and experience toward ensuring more customer satisfaction, patronage, and increased profits for the organizations. AcknowledgmentsIn the course of this study, a few researchers assisted and contributed immensely in developing the methodology for the study. They include: Prof. Donatus Chigbo Ngige, Dr. Ezeh Precious, Dr. Osegbue Francis Ifeanyi, Dr. Ofor Theresa Nkechi, Prof. Mary Margret N. Okeke, Mrs Vivian C. Anetoh and Dr. Egbeh Placid C. Thank you very much and God bless you all. Also, we thank our respondents who supplied us with the needed data that made this study a reality.
Highlights
This study provides a contemporary understanding that malt drinks’ multisensory attributes are significantly and positively related to consumer purchase decisions in Nigeria, which have relevant practical, theoretical, and managerial implications to the malt manufacturers and brand managers
Gustatory attributes of malt play the most important role in predicting and influencing consumer purchase decisions of malt drinks in Nigeria
The study has contributed to the body of existing knowledge by conceptually providing a comprehensive explanation of multisensory product attributes and consumer purchase decisions
Summary
The consumer needs to hear (auditory) in order to see (visual), needs to touch (tactile) in order to smell (olfaction), and needs to smell in order to taste (gustatory) All these are judicious trajectories woven into the manufacture of a product to control the consumer’s senses toward eliciting product trial and repurchase behavior. None of these senses need to be in isolation in packaging products for consumers; otherwise, they may not perceive the product holistically while making a purchase decision. Based on the available literature, it was discovered that no study in Nigeria to the best of the researchers’ knowledge has dwelt with assessing the extent of the relationship between multisensory attributes of malt drinks and consumer purchase decisions. Consumers will out of their own volition and wisdom make a rational and logical effort by embarking on multisensory perception with great anticipation that this will improve their satisfaction through favorable purchase decisions
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