Product Innovation And Consumer Patronage Frequency Of Beer Brands In Anambra State Of Nigeria
John Chidume Anetoh Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus, Anambra State, Nigeria
Emmanuel Chidozie Ndubisi Ph.D
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University, Igbariam Campus,Anambra State, Nigeria
Lawrence Nnamdi Okeke Ph.D
Department of Marketing, Nnamdi Azikiwe University Awka, Anambra State, Nigeria.
Vitus Chinedu Ogbunuju
Department of Marketing, Chukwuemeka Odumegwu Ojukwu University,Igbariam Campus Anambra State, Nigeria.
Cajetan Obinna Ewuzie Ph.D
Department of Marketing, University of Nigeria Nsukka, Enugu Campus, Enugu State, Nigeria.
Keywords: Product Innovation, Consumer Patronage Frequency, Beer Brands, Nigeria
Abstract
This study examined the influence of product innovative activities on consumer patronage of among consumers of beer brands in Anambra State of Nigeria. The study examined the extent to which product innovativeness of selected beer brands as regards to improved product quality, packaging, design, and brand taste as well as product size influence consumers to be patronizing beer brands. The study adopted a positivistic ontology and used a cross-sectional survey research design method. The target population of the study comprised the consumers of beer in Onitsha, Awka and Nnewi areas of Anambra State of Nigeria. The sample size for the field survey was 320 while a convenient sampling technique was adopted. Data were primarily sourced while the questionnaire was the research instrument used for the survey. The reliability of research instrument was established for internal consistency using Cronbach alpha correlation as well as composite reliability. The formulated hypotheses were tested using partial least squares structural equation modeling. The study found that improved product quality had a significant and positive influence on consumer patronage frequency of beer brands in Anambra State of Nigeria. The study also discovered that improved product packaging had a significant and positive influence on consumer patronage frequency of beer brands. Improved product design had a significant and positive influence on consumer patronage frequency of beer brands. The finding revealed that improved brand taste had a significant and positive influence on consumer patronage frequency of beer brands. The study found that improved product size had a significant and positive influence on consumer patronage frequency of beer brands. The study recommended among others that beer manufacturers and managers should continue to make their brands attractive to consumers in order to earn more patronage. Manufacturers should also invest more on product innovation strategies: improved product quality, packaging, design, taste and size for improved consumers’ patronage of beer brands in Anambra State in Particular and Nigeria in general.