Self-Esteem, Peer Influence, and Personality Traits as Predictors of Consumer’s Preference and Patronage of Beverage Products

This study examined the psychological factors influencing beverage consumption behavior among Nigerians, focusing on 862 individuals employed in government ministries in Enugu. The study implemented the most stringent methodological processes, using the Rosenberg Self-Esteem Scale, the Big Five Personality Inventory, and consumer behavior measures created for the study. The study’s results were based on key psychological factors, as outlined by hierarchical regression analysis. Self-esteem was a significant predictor of consumers’ preference of beverage (β = .10 ; p <.01) as well as consumers’ patronage (β = .09; p < .01). With respect to personality dimensions, of the Big five Personality inventory, agreeableness was most significantly associated with consumer preference (β = .07; p < .05) and consumer patronage (β =.08; p < .05). In addition, openness to experience of new beverages was demonstrated to have a strong predictive power for consumer preference. This was demonstrated by consumer preference (β = .23; p < .01) as well as consumer patronage (β = .07; p < .01). Although peer influence was expected to have strong predictive relationships with consumer behavior, as it forms the basis of most theories on consumer behavior, it was found to have no predictive relationships. The same applies to the personality traits of extraversion, conscientiousness, and neuroticism. These findings suggest that marketing strategies in Nigeria, a developing market, should prioritize psychological profiling over social influence factors when targeting mature consumer segments. Future cross-national studies are necessary to ascertain broader relevance.