IIARD International Institute of Academic Research and Development

Journal of Business and African Economy (JBAE )

E-ISSN 2545-5281
P-ISSN 2695-2238
VOL. 11 NO. 4 2025
DOI: 10.56201/jbae.vol.11.no4.2025.pg115.127

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Consumer Purchase Determinants and their Influences on Patronage of Selected Brands of Bread in Anambra State of Nigeria

Gift Onyinyechukwu Ukpaka, John Chidume Anetoh PhD

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Abstract

The intense competition couple with the difficulty to pinpoint the factors that instigate consumers’ patronage of brands of bread in Anambra State of Nigeria is the problem that prompted this study. Therefore, this study examined consumer purchase determinants and their influences on consumer patronage of selected bread brands in Anambra State, Nigeria. Specifically, the study investigated the influences of product quality, nutritional value, taste, price, product availability and package design on consumer patronage of selected bread brands in Anambra State of Nigeria. This research work was anchored on the theory of planned behavior and theory of expectancy. A descriptive research design using a survey method was adopted in this study. The instrument for data collection was the questionnaire which was administered to the consumers of the selected bread brands in Anambra State. The population comprised the consumers of the bread brands while the sample size was three hundred and seventy-nine. A convenience sampling technique was used. The validity and reliability of the research instrument were duly established prior to the main survey. The hypotheses were tested using multiple regression analysis statistical technique at 0.05 level of significance. The findings revealed that product quality has a significant influence on consumer patronage of selected bread brands in Anambra State of Nigeria. Nutritional value has a significant influence on consumer patronage of selected bread brands in Anambra State. Taste has significant influence on consumer patronage of selected bread brands in Anambra State. The study also found that price has a significant influence on consumer purchase in Anambra State. The findings revealed that product availability has a significant influence on consumer patronage of selected bread brands in Anambra State of Nigeria. The findings also revealed that package design has no significant influence on cons

keywords:

Consumer purchase determinants, Influence, Patronage. Breads, Anambra, Nigeria

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