Ranking of Factors Enhancing Consumer Purchase Decision of Pocket-Friendly Sized Beverages Packaging: An AHP Approach
Open Access
- 30 April 2022
- journal article
- Published by Universe Publishing Group - UniversePG in International Journal of Management and Accounting
Abstract
The study investigates how consumers rank the factors that enhance the purchase decision of pocket-friendly sized beverages packaging using the Analytic Hierarchy Process. The study adopted a descriptive survey design. Of the total population of 314,797, the selected University students in Southwest, Nigeria, 384 respondents were sampled using the 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 analysed using descriptive statistics and Analytical Hierarchy Process (AHP). Based on the AHP, the result of the data analysis stipulates that size is the highest-ranked purchase decision when selecting a beverage in this study, followed by dispensing mode and price. In the size sub-criterion, single-serve size was the most preferred pocket-friendly package among the students. In terms of mode of dispensing, it was discovered that students mostly preferred cutting the edge of the sachet of the package. Also, price fairness was the most important price criterion. Reliability and family income were the most ranked factors driving the perceived quality and students’ disposable income of the students respectively. The study concluded that single-serve size was the most preferred pocket-friendly package among the students. In terms of mode of dispensing, it was discovered that students mostly preferred cutting the edge of the sachet of the package. Also, in price criterion, price fairness was the most important price criterion, that affects students’ purchase decisions. Reliability and family income were the main factors driving the perceived quality and disposable income of the students respectively. It is then recommended that it is believed that pocket-friendly sized packaging will enable manufacturers to grow their market share and meet fast-changing market demands.Keywords
This publication has 12 references indexed in Scilit:
- Service Quality, Brand Image and Customer Satisfaction Influence Loyalty (Study on Citilink Airline Passengers)Published by International Institute for Science, Technology and Education ,2019
- Effects of Economic Recession on the Lifestyle of Undergraduates in NigeriaThe European Journal of Social & Behavioural Sciences, 2018
- The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long's Packaged Tea ProductsInternational Journal of Trade, Economics and Finance, 2018
- Explaining the Consumer Decision-Making Process: Critical Literature ReviewJournal of International Business Research and Marketing, 2017
- Understanding the Role of Packaging Elements on Buying Detergent Powder in Dhaka City: A study on BangladeshAsian Journal of Business Research, 2016
- Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing DecisionProcedia - Social and Behavioral Sciences, 2016
- Factors Influencing Consumer Behavior: A Study among University Students in MalaysiaAsian Social Science, 2014
- The Comparison of Product and Corporate Branding Strategy: a conceptual frameworkIOSR Journal of Business and Management, 2014
- Determining the Strategic Consolidation of the Capital Base of Nigerian Commercial BanksKCA Journal of Business Management, 2011
- Determining Sample Size for Research ActivitiesEducational and Psychological Measurement, 1970