Impact of Product Attributes and Advertisement on Consumer Buying Behaviour of Instant Noodles

Oghenenyerhovwo Rita Inoni ()
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Oghenenyerhovwo Rita Inoni: Department of Marketing, Delta State Polytechnic, Ozoro. Delta State, Nigeria

Business & Management Compass, 2017, issue 4, 393-413

Abstract: Advertisement is a very important marketing tool that exerts considerable influence on consumers’brand preferences and their purchase behavior towards such brands. Advertising does this by promoting product attributes that form the basis for consumers’ evaluation of products they ultimately purchase. This study examined the effects of product attributes and advertisement on consumer purchase behavior of Indomie noodles, in Delta State, Nigeria. Primary data for the study were collected with the aid of structured questionnaire from 389 Indomie consumers in six urban centres by simple random and quota sampling techniques. The results indicated that purchase frequency had positive and significant correlation with advertising, and advertising media; while multiple regression results showed that advertising and product attributes had statistically significant influence on consumer buying behavior. Brand image, product quality and ease of preparation were the dominant predictors of consumer behavior respectively. The author concluded that although advertisement can change consumers’attitude towards a product, product attributes are a critical determinant of the final purchase decision.

Keywords: Consumer Buying Behaviour; Advertising; Product Attributes; Purchase Frequency (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2017
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