Abstract:
Due to complexities surrounding consumer decision making and myriad of influences on consumer product choice, much attention has been devoted to research on consumer behaviour. Whereas products differentiation makes decision making process more demanding for certain products, it reduces time in which decisions on purchases are arrived at. The Theory of Reasoned Action and the Fishbein model were used with regard to attribute and multi attribute effects on behaviour towards consumer purchase to highlight this concept. A purposive sampling technique was employed in the survey to investigate product differentiation influences on consumer choice of Pishori rice brands. Specific objectives were to determine product differentiation influences on consumer attitudes towards the choice of different Pishori rice brands and to detennine the hedonic benefits associated with the choice of differentiated Pishori rice brands. The study postulated that there is no difference between consumer attitudes towards differentiated pishori rice brands and that the hedonic benefits derived from consumption of differentiated Pishori rice brands were not significantly different. Data was collected using a questionnaire and analysed using descriptive statistics and Kruskal Wallis test statistic. Results of the study reveal that there is a difference between consumers’ attitudes towards differentiated pishori rice brands, and that the hedonic benefits derived from consumption of differentiated Pishori rice brands are the same. The implications of these are that marketers should differentiate their products offered on the market and emphasise the most sought for attributes to retain their customers and attract those of competitors. However, they should not emphasize hedonic benefits as a basis of differentiation.
