AN INVESTIGATION OF THE FACTORS THAT ARE CRITICAL FOR CONSUMERS OF POCKET-FRIENDLY SIZED BEVERAGES REPURCHASE BEHAVIOUR

A. G. ADEKOYA; O. G AYENI; O. BAMIGBAIYE-ELATUYI

A. G. ADEKOYA Faculty of Management Sciences, University of Lagos, Lagos, Nigeria
O. G AYENI Bamidele Olomilua University of Science and Technology, Nigeria
O. BAMIGBAIYE-ELATUYI Unilag Business School, University of Lagos, Lagos, Nigeria

Keywords: Analytic Hierarchy Process, Pocket Sized Beverages, Consumers, Purchased Decision, Repurchase

Abstract

Ascertaining the factors that enhanced consumers’ repurchase decision of pocket-friendly sized beverages packaging has become a subject of interest among scholars and practitioners for understanding or predicting consumers shopping behaviour. This study explores the application of Analytic Hierarchy Process to investigate factors that are critical for pocket-friendly sized beverages packaging consumers repurchase and switching behaviour. A sample of 384 of pocket-friendly sized beverage packaging consumers among undergraduate students were drawn from selected Universities in Southwest, Nigeria using a multistage sampling process. The data obtained was analysed using descriptive statistics and the Super Decision Lens 3.2.0 software. The AHP model revealed that the most critical factor in the evaluation of the Nigerian pocket-friendly sized beverages is size, dispensing mode, price, perceived quality while the least factor is the students’ disposable income. This shows that among the five criteria identified in determining consumers of pocket-friendly sized beverages packaging repurchase behaviour, size was rated highest, indicating that consumers are more conscious of the ideal volume within which pocket-sized beverages are being offered. The implication of this is that there is a need for pocket-friendly sized beverages manufacturers to re-evaluate policies in line with the identified factors in this study for sustainable competitive advantage.