Abstract:

The emergence of many malt brands in Nigeria has heightened competition in the beverage industry. However, the degree to which physiosensory attributes influence consumers’ purchase of malt brands in Nigeria is still not clear. This paper aimed to ascertain the extent to which visual and tactile attributes of malt brands influence consumers’ purchase decisions in Nigeria. The study adopted a cross sectional survey research design. The population of the study consists of consumers of five malt brands in South-eastern Nigeria. The study used purposive sampling technique while 351 useable copies of the questionnaire were used for analysis. Using Structural Equation Modeling (SEM) technique at 5% level of significance, the findings revealed that visual and tactile attributes had significant influences on consumers’ purchase decisions. Purchase intent significantly mediates the relationship between the predictors and consumers’ purchase decisions. The findings showed that gender significantly moderates the relationships between the independent and dependent variables. Thus, marketing professionals will use the findings from this study to make proper decisions and communicate the strategies and benefits associated with physiosensory attributes of malt to their various customers.