Analysis of factors enhancing consumers’ purchase decision of pocket-friendly sized beverages in Southwest, Nigeria

The study explores factors enhancing purchase decision of pocket-friendly sized packaged beverages among students of selected universities in southwest, Nigeria. The study adopted descriptive survey design. From 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. Structured questionnaire was administered to the respondents, with a success response rate of 381 (99.22%). Data collected were analyzed using descriptive statistics and Analytical Hierarchy Process (AHP) technique. The study found out that size, dispensing mode, price, perceived quality and students’ disposable income are important to purchase decision of beverages in the study area. In conclusion, the weight assigned to size factor is higher than dispensing mode and all other factors determined in this study. It was recommended that it has becomes imperative that firms should be conscious of how their product is being packaged into different sizes, as it has a tendency to refrain or attract more customers, manufacturers of beverage products should improve on the durability, ease of opening and quality of their products.