FACTORS INFLUENCING THE CONSUMPTION OF NON ALCOHOLIC BEVERAGES AMONGST STUDENTS OF TERTIARY INSTITUTION IN BENIN CITY

ABSTRACT

The research study is titled "factors influencing the consumption of non alcoholic beverages amongst students of tertiary institution in Benin City". A sample size of 355 was determined by the Taro Yamane formular, of which was later approximated to 360. The respondent were university of Benin students from the faculty of management 9 sciences. Data were sourced through the use of questionnaire. ANOVA and SSPS were used to analyse the data. The results revealed that, There is significant relationship between students taste preferences for non alcoholic beverages and their consumption choices that the availability of non alcoholic beverages on Campus and in nearby areas do not significantly influence students consumption patterns, that peer influence does not significantly impact students decision to consume non-alcoholic beverages, that Health consciousness does not significantly influence students choices and consumption of non alcoholic beverages, and that cultural norms do not significantly influence students choices and consumption of non alcoholic beverages. It was recommended that beverage companies should focus on enhancing the availability of non alcoholic beverages on and around university campus to meet students convenience needs. Beverage companies should continue to monitor and analyze consumer trends and preference. Educational campaigns promoting health consciousness and the benefits of consuming non alcoholic beverages should be implemented to raise awareness among students. And collaboration with local producers and traditional beverage suppliers may offer opportunities for beverage companies to cater to students cultural preference while expanding their products offerings.