PRODUCT ATTRIBUTES ON CONSUMERS’ PATRONAGE OF MILO AND OVALTINE BEVERAGE FOOD DRINKS IN DELTA STATE
Abstract
The study investigated the effect of product attributes
on consumers’ patronage of Milo and Ovaltine beverage food
drinks in Delta State. Data were collected through a survey
of 383 consumers across the three senatorial districts of Delta
State, with 380 valid responses analyzed using descriptive
statistics and simple linear regression at a 0.05 significance level.
The findings revealed that product taste, packaging elements, price,
and nutritional value have a significant positive influence on consumer
patronage of Milo and Ovaltine beverages. The study concluded that product
attributes are critical determinants of consumer patronage and recommended
that beverage manufacturers continually align product features with evolving
consumer preferences to remain competitive
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