DETERMINANTS OF BREAD CONSUMPTION AMONG UNDERGRADUATE STUDENTS OF EKITI STATE UNIVERSITY. ADO-EKITI

Abstract

The article analysed the determinants of bread consumption among undergraduate students in Ekiti state University. The goal of this research is to determine consumer behaviour around bread consumption. The specific objectives are to investigate the effect of bread creativity and examine effect of bread innovative on bread consumption among undergraduate students in Ekiti State University, Ado-Ekiti. Consequently, the most defining socio-demographic traits of the consumer base as well as the most particular attitudes and actions associated with bread eating were chosen. Descriptive statistics like arithmetic mean and standard deviation as well as traditional statistical techniques like correlation analysis were utilized to produce the results. The population of this research comprised 26,718 undergraduate students of Ekiti State University, Ado-Ekiti. The sample size of the study was 394 respondents. The descriptive statistic used was demographic responses like age, faculty of the respondents; how often respondents purchase bread per week while inferential statistics used was simple regression analysis. The result showed that bread creativity significantly affects bread consumption and bread innovation significantly affects bread consumption. Bread innovation adds variety and excitement to the available options in bakeries, consumers’ willingness to pay higher prices for innovative bread products and likelihood to purchase bread with innovative flavors or ingredients. The research concluded that bakery managers should come up with various creative offers.