Ranking of Factors Enhancing Consumer Purchase Decision of Pocket-Friendly Sized Beverages Packaging: An AHP Approach

Abstract

The study investigates how consumers rank the factors that enhance the purchase decision of pocket-friendly sized beverages packaging using the Analytic Hierarchy Process. The study adopted a descriptive survey design. Of the total population of 314,797, the selected University students in Southwest, Nigeria, 384 respondents were sampled using the Multistage sampling technique using the Krejcie and Morgan, (1970) formula as a guide. Structured questionnaire was administered to the respondents, with a success response rate of 381 (99.22%). Data collected were analysed using descriptive statistics and Analytical Hierarchy Process (AHP). Based on the AHP, the result of the data analysis stipulates that size is the highest-ranked purchase decision when selecting a beverage in this study, followed by dispensing mode and price. In the size sub-criterion, single-serve size was the most preferred pocket-friendly package among the students. In terms of mode of dispensing, it was discovered that students mostly preferred cutting the edge of the sachet of the package. Also, price fairness was the most important price criterion. Reliability and family income were the most ranked factors driving the perceived quality and students’ disposable income of the students respectively. The study concluded that single-serve size was the most preferred pocket-friendly package among the students. In terms of mode of dispensing, it was discovered that students mostly preferred cutting the edge of the sachet of the package. Also, in price criterion, price fairness was the most important price criterion, that affects students’ purchase decisions. Reliability and family income were the main factors driving the perceived quality and disposable income of the students respectively. It is then recommended that it is believed that pocket-friendly sized packaging will enable manufacturers to grow their market share and meet fast-changing market demands.