CONSUMERS’ UNDERSTANDING AND INTERPRETATION OF THE NUTRITIONAL INFORMATION ON PRODUCT PACKAGES: THE IMPLICATIONS ON ADVERTISING(A COMPARATIVE STUDY OF BOURNVITA AND MILO BEVERAGES)

¹Ogundeji, S. T., ²Adeyemi, O. A., ³Atukum, M.A, ⁴Abdullahi, I, & Bello, B.S

^1,4,5Department of Marketing

^2,3Department of Mass Communication

Federal Polytechnic, Bida Niger State, Nigeria

Correspondence E-mail: smatt2005@yahoo.com

ABSTRACT

This research is predicated on consumers’ understanding and interpretation of the nutritional information on product packages and the implications this has on its advertising, a comparative study of Bournvita and Milo beverages. The problems that necessitated this research among others include lack of notice of the claims, misunderstanding of their meaning, the implications that the understanding and interpretation may have on product advertising and lack of using it or trust in the claims. The research methodology used for this work is descriptive research design. A total of 150 customers were considered for this study. Both primary and secondary data were used; the secondary data was sourced from books and previous work similar to this while primary data was obtained from questionnaires administered to customers of the two beverages brand. The findings revealed that when products are advertised, consumers read the labels and understand them before choosing and using the products.  Nutritional claims influence consumers’ choice of their products and lack of comprehension of nutritional information about products renders product advertising ineffective and eventually affects consumer purchases. In conclusion, consumers are very much aware of the concept of nutrition and nutritional labelling. However, it is recommended that nutritional information must be presented in a format that can be easily understood by the consumers.  Food and beverages industry must recognize its role in informing consumers (advertising) about the nutritional profile of food products; and should provide clear and consistent nutritional information on food labels. Advertising Practitioners Council of Nigeria (APCON) should also ensure that product packages carry all the necessary details to guarantee the effectiveness of their advertising jobs and while complying with government regulations, a number of factors, such as allowing easier access to nutritional information and the implications on advertising, should be taken into consideration when providing nutritional information on food products.

Keywords: Consumer understanding; Interpretation; Nutritional Information; Product; Package.