Sensory Attributes of Malt Drinks and Consumer Purchase Decisions

ABSTRACT

This paper examined the influence of visual, gustatory, tactile, and olfactory attributes of malt brands on consumer purchase in Nigeria. The study adopted a quantitative research design. Structural Equation Modeling technique was employed to test the hypothesized relationships at 5% level of significance. The findings revealed that visual, gustatory, tactile, and olfactory attributes of malt brands had significant influences on consumer purchase intentions. The findings also show a significant association between consumers’ purchase intentions and actual purchase decisions. The results obtained are for exploratory purposes which have many implications for food and beverage companies.

KEYWORDS:

• Sensory attributes
• consumer purchase intention
• consumer purchase decision
• malt drinks
• Nigeria

Acknowledgments

In the course of this study, a few researchers contributed immensely in developing the methodology for the study. They include Dr. Ezeh Precious, Dr. Osegbue Francis, Dr. Ofor N.T., and Dr. Egbeh Placid. Also, we wish to thank the respondents for sparing a few minutes of their time to filling out the questionnaire for us. Thank you very much and may God bless you all.

Declaration of interest

All the authors have no conflict of interest to declare.