Consumers’ Ranking of Brands of Pocket-Friendly Sized Beverages Packaging in Southwest, Nigeria (An Analytic Hierarchy Process Approach)

Abstract

The study determined consumers' relative importance ranking of the brands of pocket-friendly sized beverages packaging. The study adopted a descriptive survey design. Of the total population of 314,797 from the selected University students in Southwest, Nigeria, 384 respondents were sampled using Multistage sampling technique using the Krejcie and Morgan (1970) formula as a guide. A structured questionnaire was administered to the respondents, with a success response rate of 381 (99.22%). Data collected were analysed using descriptive statistics and Analytical Hierarchy Process (AHP) technique. The result revealed that depending on the brand of the product, the factors preferred are different but the synthesis revealed the priority weight of the most preferred brand is Cadbury, Bournvita. the study concluded that depending on the brand of the product, the sub-criteria factors preferred are different but the actual most preferred is done by synthesis. The synthesis revealed the priority weight of the most preferred which according to the analysis, Bournvita is the most preferred brand followed by Nestle, Wringing, Promasido, and finally, Friesland Campina. It was recommended that Beverage industries should not relent in improving the quality of their product as this is very useful in influencing consumers’ purchase decisions.