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Authors
OPELE, A. M. 1; SALAMI, L. 2; FAGBENRO, A. A. 3
1 Department of Marketing, Lagos State University, Ojo, Lagos State, Nigeria
2 Lagos State University, Ojo, Lagos State, Nigeria.
3 University of Lagos, Akoka, Lagos State, Nigeria
Correspondence: 1 08023096268
Abstract
Water is one of the indispensable resources for the continued existence of all living things including man and adequate supply of fresh and clean drinking water is a basic need for all human beings. Access to safe and potable water is a fundamental human right, yet it remains a significant challenge for many urban centers in developing countries. This study examined the effect of purity and taste as indicators of product quality on consumer preference for bottled water in Lagos State, Nigeria. The study adopted descriptive survey research design and sample the opinion of 384 consumers of bottled water across the three Senatorial Districts in Lagos State using convenience sampling technique. Data for the study were collected through primary source with the aid of structured questionnaire. The data collected were analyzed using frequency distribution and mean as descriptive statistics while simple linear and multiple regression analysis were employed as the inferential statistics to examine the effect of the independent variable on the dependent variable. The findings of the study revealed significant and positive effect of purity on consumer preference for bottled water in Lagos State (R value = 0.703) F-statistic value of 58.244 and a significance level (p-value) of 0.000. The results of hypothesis two showed that there is significant effect of taste on consumer preference for bottled water in Lagos State (The R value is 0.700) F-statistic of 113.657 and a p-value of 0.000. The result of hypothesis three also indicated that there is combine effect of purity and taste on consumer preference for bottled water in Lagos State (The R Square value of 0.626). F-statistic of 97.761 and a p-value of 0.000. The study therefore concluded that product quality has significant effect on consumer preference for bottled water in Lagos state and recommended that Bottled water companies should consistently maintain high levels of chemical and microbiological purity in their products and also invest in refining the sensory profile of their bottled water to deliver a crisp, clean, and refreshing taste.
Key Words: Consumer preference, Product quality, Purity, Purchase frequency, Taste, Water quality.
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