Abstract
The intense competition couple with the difficulty to pinpoint the factors that instigate consumers’
patronage of brands of bread in Anambra State of Nigeria is the problem that prompted this study.
Therefore, this study examined consumer purchase determinants and their influences on consumer
patronage of selected bread brands in Anambra State, Nigeria. Specifically, the study investigated
the influences of product quality, nutritional value, taste, price, product availability and package
design on consumer patronage of selected bread brands in Anambra State of Nigeria. This
research work was anchored on the theory of planned behavior and theory of expectancy. A
descriptive research design using a survey method was adopted in this study. The instrument for
data collection was the questionnaire which was administered to the consumers of the selected
bread brands in Anambra State. The population comprised the consumers of the bread brands
while the sample size was three hundred and seventy-nine. A convenience sampling technique was
used. The validity and reliability of the research instrument were duly established prior to the main
survey. The hypotheses were tested using multiple regression analysis statistical technique at 0.05
level of significance. The findings revealed that product quality has a significant influence on
consumer patronage of selected bread brands in Anambra State of Nigeria. Nutritional value has
a significant influence on consumer patronage of selected bread brands in Anambra State. Taste
has significant influence on consumer patronage of selected bread brands in Anambra State. The
study also found that price has a significant influence on consumer purchase in Anambra State.
The findings revealed that product availability has a significant influence on consumer patronage
of selected bread brands in Anambra State of Nigeria. The findings also revealed that package
design has no significant influence on consumer patronage of selected bread brands in Anambra
State of Nigeria. The researchers recommended among others that bread manufacturers and
marketers should invest and focus more on product quality, nutritional value, taste, price, and
product availability. They should also put more effort by making use of innovative packaging
designs so as to stimulate consumers’ patronage of brand of bread in Anambra State of Nigeria
and beyond.