ABSTRACT

The research study dealt with the effects of product attributes on consumer purchase of some selected noodle products in Umuahia, Nigeria. The research problem had focused on finding out among others, if socio-economic status of customers arc correlated to purchase of noodle the extent to which product characteristics like brandraimc, package, design, quality, quantity, size, colour, guaranty/warranty, and price influence demand if a positive relationship exists between patronage characteristics like personality, motivation, attitude, perception, learning and culture with consumption of noodles. Correlation research design was evolved, sample size of the study was 300 obtained through application of taro Yamanes formula on population of the study (1200). Stratified proportional sampling was used to stratify 300 respondents in the milieu into stratum and state (Junior, Senior, and Senior management civil servants) for the six (6) Government Judicial Service Commission, Civil Service, Federal Medical data were from print media like texts, journals, newspapers etc. Primax data for the research were obtained from the sampled population through the use of the questionnaire and personal interviews. Simple percentages from the sampled population through the use of the chi-square and Pearson's co-efficient of contingency were used for further testing of level of the hypotheses and further testing of level of correlation/weakness/strength of relationship among the variables. The findings of the research shows conclusively that: There is no positive or significant relationship between product characteristics and purchase decision on noodle product, there is no purchase positive or significant relationship between patronage characteristics and decision on noodles. Based on these findings, it has been welfare that product and patronage characteristics can be effective and efficient in the market for noodles. People would begin to have their preferences for sample foods. Inspite of the volume of empirical studies on product and patronage characteristic and counter choice, many questions remain unanswered.