ABSTRACT: The study “Influence of product attributes on consumers purchase decision on malt drink in Enugu State, Nigeria” aimed at finding out which of these product attributes – price, brand name, attractive packaging, celebrity endorsement and taste play role in customer decision making process. Survey research method was employed by administering questionnaire on a sample size of 323 consumers of malt drinks in Enugu determined through convenience sampling method. Crombach’s alpha coefficient was used to test reliability of the research instrument while regression and pearson correlation were used for the analysis. The findings revealed that brand name, attractive packaging and celebrity endorsement significantly influence purchase decision making on Malt drinks. While taste and price do not have significant influence on Malt purchase decision. We therefore recommend that marketers should carry out a periodic survey with a view to identifying which attributes consumers evaluate prior to purchase; strategically engage celebrities for instant recognition and transfer of goodwill to the product and budget enough for packaging because it keeps consumers in a positive frame of mind about the product while it is in the store.

KEYWORDS: Products, Attributes, Price, Brand Name, Consumers, Celebrities Endorsement, Packaging.