OYOR Godspower (Ph.D)
&
OKUNGBOWA Praise
Department of Business Administration
Faculty of Social and Management Sciences
Benson Idahosa University, Benin City, Nigeria
Abstract
The study examined the influence of product involvement on consumer motivation and purchase intention in Seven Up Bottling Company, Nigeria. The study employed a survey research design. The population comprised three thousand four hundred and fifty eight (3458) Staff of Seven Up Bottling Company, Nigeria as at 2023. Three hundred and seventy (370) staff was sampled using convenient sampling technique, the rationale for staff selection was based on agility rate of staff. A questionnaire was structured to represent the objectives of the study, after proper evaluation and scrutiny the questionnaire was administered to the sampled staff. Data collected was analysed using simple linear regression analysis. The regression approach was selected since it was deemed appropriate for concurrently examining the independent variable product involvement singly on each of the dependent variable; Consumer Motivation and Purchase Intention. The study found that there is a significant influence of Product involvement on consumer motivation and there is a significant influence of product involvement on purchase intention. Based on the findings it was recommended that businesses should tailor their marketing strategies to align with varying levels of product involvement among Nigerian consumers, establishing and maintaining trust between consumers and brands is essential, particularly for high-involvement products such as automobiles and brands should focus on delivering consistent quality and positive experiences to foster brand trust, thereby increasing purchase intention among consumers.
Keywords: Consumers, Consumer motivation, Product, Product involvement and purchase intention
