ABSTRACT

The study focused on the drivers of cubed seasoning consumption in Abia State, Nigeria. The specific objectives were to; determine the influence of consumer income on the purchase of cubed seasoning; determine the influence of price on the purchase of cubed seasoning; examine the influence of Taste on the purchase of cubed seasoning; examine the effect of cubed seasoning quality on purchase of cubed seasoning; examine influence of advertising on purchase of cubed seasoning; and rank the drivers influencing consumption of cubed seasoning mostly in Abia State, Nigeria. The study adopted a cross sectional survey design. A population of study is unknown, so the proportional method was adopted. A sample size of 244 was determined for this study. A primary source of data collection was used in the distribution of questionnaire to the respondents. Hypotheses were tested using the Multiple Regression Model aided by SPSS (Version 20). Results from the study revealed that quality of cubed seasoning was ranked 1^st as the most significant driver of consumption of cubed seasoning in Abia State., followed by Taste which ranked 2^nd. The result revealed that income has positive coefficient and significant effect on consumption of cubed seasoning; price of cubed seasoning has negative coefficient and significant effect on consumption of cubed seasoning; taste has positive coefficient and significant effect on consumption of seasoning cubed. Quality of has positive coefficient and significant effect on consumption of cubed seasoning. However a unit increase in the cost of adverting of cubed seasoning will insignificantly drives consumption of cubed seasoning in the study area. Hence, advertising has no significant influence in the purchase of cubed seasoning in Abia State. A major recommendation from the study (among others) is that there is need for marketers of cubed seasoning to continue repositioning the product by creating unique experiences for consumers to ensure positive perception towards cubed seasonings consumption.