EFFECTS OF INTRINSIC AND EXTRINSIC PRODUCT CUES ON CONSUMERS’ PURCHASE INTENTION: A STUDY OF ALCOHOLIC BEVERAGE CONSUMERS IN A DEVELOPING COUNTRY METROPOLITAN CITY
Keywords:
alcoholic beverage, intrinsic cue, extrinsic cue, Nigeria, purchase intentionAbstract
This study examines the effect of intrinsic and extrinsic product cues on purchase intention of alcoholic beverages in a typical developing country metropolitan city. 300 consumers of alcoholic beverage were surveyed. Descriptive statistics and multiple regressions were used to analyze the data. This study found that seal of approval, alcoholic content, company name, advertisement, and price have significant effect on the purchase intention of alcoholic beverage brands, while packaging, brand name, and quality were found to have lesser effect. Based on the results, conclusions were made and management and firm implications highlighted. Possible areas for further research were suggested.
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