Chemosensory Attributes of Malt Brands and Consumers’ Repurchase Decisions in Nigeria

Abstract:

This research investigated the chemosensory attributes of malt brands and its influence on consumer repurchase decisions in Nigeria. An ex-post facto as well as survey research design was adopted to ascertain the influence of the exogenous variables on the endogenous variables without manipulating the independent variables. The target population of the study consists of the consumers of Guinness, Maltina, Amstel, Dubic and Grand malt brands in South Eastern Nigeria. The study used a purposive sampling technique while 352 valid copies of the questionnaire were used for analysis. Composite reliability, convergent and discriminant validities were checked. Structural Equation Modeling technique was employed to test the hypothesized relationship at 5% level of significance. The findings show that gustatory and olfactory attributes of malt brands had significant positive influences on consumer repurchase decisions. It was found that consumers’ repurchase intentions significantly mediate the influences of gustatory and olfactory attributes of malt brands on consumers’ repurchase decisions. Also, the findings show that the influences of gustatory and olfactory properties of malt brands on consumers’ repurchase significantly differ by gender groups. The findings of this study serve as a strong platform for brand management and strategic decisions on the side of malt manufacturers, managers and marketers. This research has provided valuable insights and important implications to the major stakeholders in beverages industry in Nigeria.