PERCEPTION AND ATTITUDE TOWARDS LOCALLY MADE DRINKS

AND BEVERAGES AMONG UNDERGRADUATE STUDENTS OF

FEDERAL UNIVERSITY OF TECHNOLOGY OWERRI (FUTO)

BY

IHEGBU MUNACHIMSO CHINATU

201782123907

A PROJECT PROPOSAL
SUBMITTED TO DEPARTMENT OF PUBLIC HEALTH
SCHOOL OF HEALTH TECHNOLOGY
FEDERAL UNIVERSITY OF TECHOLOGY, OWERRI.

MARCH, 2023.

i
PERCEPTION AND ATTITUDE TOWARDS LOCALLY MADE DRINKS

AND BEVERAGES AMONG UNDERGRADUATE STUDENTS OF

FEDERAL UNIVERSITY OF TECHNOLOGY OWERRI (FUTO)

BY

IHEGBU MUNACHIMSO CHINATU

201782123907

A PROJECT PROPOSAL
SUBMITTED TO DEPARTMENT OF PUBLIC HEALTH
SCHOOL OF HEALTH TECHNOLOGY
FEDERAL UNIVERSITY OF TECHOLOGY, OWERRI.

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

AWARD OF BACHELOR OF SCIENCE DEGREE (B.Sc.) IN PUBLIC
HEALTH

MARCH, 2023.
i
 CERTIFICATION
This is to certify that this Project work on “Perception and Attitude towards Locally Made
Drinks and Beverages among Undergraduate Students of Federal University of Technology
Owerri (Futo)” was written by Ihegbu Munachimso Chinatu (Reg no: 201782123907) under
the supervision of Mrs. J. C. Obi in the department of Public Health in school of Health
Technology, Federal University of Technology Owerri

Mrs. J. C. Obi Date

(Project Supervisor)

Dr U. M. Chukwuocha Date
(HOD)

Prof. P.U. Agbasi Date

Dean (SOHT)

Eternal Examiner Date

ii
 DEDICATION
This project work is dedicated to Almighty God who in his infinite mercy protected, guided,

directed and inspired me throughout the five years of my academic pursuit in this great citadel of

learning and during the compilation of this Project work. May his name alone be praised.

iii
 ACKNOWLEDGEMENTS

I want to specially appreciate my Supervisor Mrs. J. C. Obi who despite her busy academic
commitment made out time to proofread my work and made necessary corrections. In the same
vain I want to acknowledge the Head of Department of Public Health, Dr. U. M. Chukwuocha
for his understanding towards addressing the challenges we encountered during this study. I also
want to thank the Dean of School of Health Technology Prof. P.U Agbasi. Without reservation I
want to acknowledge my amiable course adviser Mrs. Judith Ezelote a woman of admirable
leadership with a better understanding for her dedication to work. I wouldn’t fail to recognize the
collective effort of the academic and non-academic staff of public health department which
includes; Prof. A.N Amadi, Prof. I.N.S Dozie, Prof. (Mrs.) E.A Nwoke Dr. (Mrs.) S. N. O Ibe,
Dr. (Mrs.) C.R Nwufo, Dr. (Mrs.) Blessed Nworuh, Dr. C.C Iwuala, Mr. Gregory Iwuoha, Dr.
C.I.C Ebirim, Mrs. Jane .C. Nwakanma, Dr. O.G. Uduji, Dr. Onoh, Dr. (Mrs.) O. C.A Amadi,
and Mrs. Judith Chinelo Ezelote. My ever supportive and all other non-academic staff you all
have been wonderful.
My profound gratitude goes to my ever loving parents Mr. and Mrs. Ihegbu and my Siblings;
Onyinyechi, Ebuka and Prince who believed so much in me.

iv
 TABLE OF CONTENTS
COVER PAGE i
TITLE PAGE ii

CERTIFICATION

DEDICATION iii

ACKNOWLEDGEMENTS iv

Table of Contents v

LIST OF FIGURES viii

LIST OF ABBREVIATIONS ix

CHAPTER ONE 3

INTRODUCTION 3

1.1Background of the Study 3

1.2 Problem Statement 4

1.3 Objectives of the Study 4

1.4 Research Questions 4

1.5 Research Hypothesis 4

1.6 Significance of the Study 4

1.7 Scope of the Study 5

1.8 Operational Definition of Terms 5

CHAPTER TWO 6

LITERATURE REVIEW 6

2.0 Conceptual Framework 6

2.2.1.1 Natural Beverages: 6

v
 2.2.1.2 Synthetic Beverages: 6

2.2.2 Carbonated and Non-Carbonated Beverages 7

2.2.2.1 Carbonated Beverages: 7

2.2.2.2 Non-Carbonated Beverages: 7

2.2.3 Alcoholic and Non-Alcoholic Beverages 8

2.2.3.1Alcoholic Beverages: 8

2.2.4 Hot and Cold Beverages 9

2.2.6 Other Beverages 10

2.3 Locally Made Beverages in Nigeria 12

2.4The Beverage Industry 18

2.4.1 Nigeria Beverage Industry 19

2.5 Health Importance of Beverages 20

2.6 THEORETICAL FRAMEWORK 21

2.6.1 Theory of Substance Utilization by Anderson et al. (1968) 21

2.7 Empirical Studies 22

CHAPTER THREE 25

MATERIALS AND METHODS 25

3.1 Study Design 25

3.2 Study Area 25

3.3 Study Population 26

3.3.1 Inclusion Criteria 26

3.3.2 Exclusion Criteria 26

3.4 SAMPLE SIZE AND SAMPLING METHODS 26

3.4.1 Sample Size 26

3.4.2 Sampling Methods 27

vi
 3.5 Instruments for Data Collection 28

3.6 Validity of Instruments 29

3.7 Reliability of Instruments 29

3.8 Method of Data Collection 29

3.9 Method of Analysis 30

3.10 Ethical Consideration 30

REFERENCE 41

APPENDIX A 433

vii
 LIST OF FIGURES
Pages
Figure 1 - Showing kunu drink
Figure 2 - Showing zobo

Figure 3 - Showing palm wine

Figure 4 - Showing fura da nono

Figure 5 - Showing tiger nut milk

viii
 LIST OF ABBREVIATIONS

NBS - National Bureau of Statistics

CDC - Center for Disease Control
FMoH - Federal Ministry of Health
NCD - Non Communicable Diseases
PHC - Primary Health Care
CNS - Central Nervous System
BMR - Basic Metabolic Rate
WHO - World Health Organization

ix
 CHAPTERONE

INTRODUCTION

1.1Background of the Study

Beverages are considered as any fluid which is consumed by drinking. They are produced for

human consumption. Beverages are rarely consumed for its food value but are vital for life.

Beverages are integral part of human diet, starting from newborn (Allison & Mattes, 2019). The

cycle starts with the instant baby formula which is a highly complex drink rich in many key

nutrients. As human age and their nutritional requirements change, product designers keep pace

by developing new and innovative beverages to meet these needs (Idumah et al., 2020).

Beverages are classified into various types depending on certain factors. These include natural

and synthetic (ingredients used in manufacture), carbonated and non-carbonated (degree of

mechanical carbonation), alcoholic and non-alcoholic (presence or absence of alcohol), hot and

cold (temperature of serving) and stimulating and non-stimulating (based on physiological

effect). However, there are still other classifications which include herbal drink, energy drink and

sport drink (Anora et al., 2019).

Beverages can be produced locally or internationally. There are varieties of locally made

beverages in Nigeria which cut across the different types of beverages. These beverages are both

produced in industries and at home (home-made) by individuals. They sold at different outlets

including car parks, shops, clubs, parties and cafeterias etc. (Adeyanju et al., 2017). Carbonated

and healthy drinks constitute a great proportion of beverages consumed by the general populace

in Nigeria especially among the youths. National Bureau of Statistics indicates that 86.5% of

Nigerian students consume carbonated drinks (NBS, 2018). The German Engineering

Foundation ranked Nigeria as the Fourth country with the most sales of soft drinks globally in

3
2016 with the consumption of 38.68 million litres of soft drinks. This high consumption rate can

be attributed to the growing population, urbanization, lack of portable water and climate change

(hot weather) among other factors (Idumah et al., 2020). The beverage industry in Nigeria

predominately features some of the key global brands like Coca Cola, Pepsi, Nestle, SAN Miller,

Nigerian Breweries etc. The food, beverage and tobacco industry contributed 3.86% to Nigeria

GDP by the end of the third quarter of 2017 (Chioma, 2019). There tend to be a disparity in

preference between locally made beverages and foreign made beverage in favour of the foreign

made beverages. This study aims to access the perception and attitude of undergraduate students

of FUTO towards locally made drinks and beverages to better understand these disparities as

reports showed that beverages are mostly consumed by young people (Anora et al., 2019).

1.2 Problem Statement

There tend to be a negative perception towards locally made products in Nigeria. This affects the

rate at which locally made products are been patronized in the face of competition with their

foreign counterparts. Understanding why consumers in Nigeria prefer foreign made goods over

locally made products will help to mitigate the effects of these wrong perceptions on the local

business and the country’s economy. Reports have shown that most consumers of beverages in

Nigeria are young people and they tend to consume more of carbonated drinks than the locally

made drinks. This research will focus on locally made beverages and to determine

the perception and attitudes of undergraduate students of FUTO in Nigeria towards them and

what influences them.

4
1.3 Objectives of the Study

The objectives of this study are divided into two; the general and specific objectives

1.3.1 General Objectives

To assess the perception and attitude of FUTO students towards locally made drinks and

beverages.

1.3.2 Specific Objectives

1) To assess the perception of FUTO student about locally made beverages.

2) To assess the attitude of FUTO students towards locally made beverages.

3) To determine the factors that influence FUTO students’ perception and attitude

towards locally made beverages.

1.4 Research Questions

1) What is the perception of FUTO students towards locally made beverages?

2) What attitude do FUTO student have towards locally made beverages?

3) What are the factors that influence FUTO students’ perception and attitude towards locally

made beverages?

1.5 Research Hypothesis.

H0: There is no significant association between FUTO students’ perception and attitude towards

locally made beverages

H1: There is significant association between FUTO students’ perception and attitude towards

locally made beverages

1.6 Significance of the Study

Findings from this study will be beneficial in the following ways;

4
 1. Help in understanding consumers perception and attitude is very important for companies

and producers that want to penetrate a given market or location.

2. It will provide foundation for policy development and consumers satisfaction which will

in return boost sales and revenue generation.

3. This study will provide information about the perception and attitude of undergraduate

students towards locally made beverages.

4. This study will also provide theoretical framework for future studies of similar

character

1.7 Scope of the Study

This study will be delimited to assess the perception and attitude towards locally made drinks

and beverages among undergraduate students of FUTO.

1.8 Operational Definition of Terms

Beverages: Any fluid other than water that is consumed by human by drinking.

Perception: This refers to a way one sees something or someone.

Attitude: This is a settled way of thinking or feeling about something.

Locally made product: This is a term use for any product produced in a particular place or

country which is used in that same location or country

Foreign made product: This term is used to denote product used in a country which is not

produced in that country.

Consumer: A person that purchases goods or services for personal use.

5
 CHAPTERTWO

LITERATURE REVIEW

2.0 Conceptual Framework

2.1Beverages

The word “beverage” was derived from the Latin word “bever” which means rest from work. A

beverage is any kind of liquid which is specifically prepared for human consumption. The word

beverage usually refers to drinkable liquids which are not purely water. Some beverages are

consumed for their food value (e.g milk) while others are consumed for their thirst-quenching

properties, stimulating effects or simply because consuming them is pleasurable (Anora et al.,

2019)

2.2 Types of Beverages

Beverages may be classified in various ways. The classification may depend on different factors

as mentioned below (Abdellatif, 2018; Anora et al., 2019):

2.2.1Natural and Synthetic Beverages

6
2.2.1.1 Natural Beverages:

The natural beverages are prepared from the naturally derived ingredients including fruit juices

or milk or malt, sugar, acid, flavouring and colouring materials. The examples of this group are

fruit-based beverages, malt beverages and dairy beverages (Almiron-Roig & Drewnowski,

2018).

2.2.1.2 Synthetic Beverages:

Synthetic beverages are analogue of natural beverages and may contain ingredients which are

prepared synthetically like flavouring and colouring materials. These are primarily developed to

offer pleasure to consumers at affordable cost. The major group of synthetic beverages is soft

drinks which contain flavoured sugar syrup as base material that may or may not be carbonated.

The high potency sweetener-based beverages also belong to the category of synthetic beverages

as they contain artificial sweeteners mainly to reduce the calorific value (Almiron-Roig &

Drewnowski, 2018).

7
2.2.2 Carbonated and Non-Carbonated Beverages

2.2.2.1 Carbonated Beverages:

Carbonated beverages are the ones where carbon dioxide is dissolved in syrup or water. They are

generally sweetened, flavoured, acidified, coloured, artificially carbonated and chemically

preserved. The presence of carbon dioxide creates bubbles upon release of pressure and fizzing

in the beverage (Block, 2020). The carbonated beverages are commonly referred as “Soft Drink”.

Cola or lemonade beverages are typical examples of carbonated beverages. The process of

fermentation also produces carbon dioxide in certain beverages like beer. Carbonation is done for

various reasons. Consumers find the fizzy sensation pleasant, and like the slightly different taste

that dissolved carbonic acid provides. Soda water is another popular type of carbonated beverage

which may also be flavoured (Abdellatif, 2018).

2.2.2.2 Non-Carbonated Beverages:

Non-carbonated beverages are sweetened, flavoured, acidified, coloured, chemically preserved

but are not artificially carbonated. Majority of fruit and dairy based beverages falls into the

category of non-carbonated beverages. The category also includes hot beverages and alcoholic

beverages that do not contain carbondioxide (Abdellatif, 2018).

2.2.3 Alcoholic and Non-Alcoholic Beverages

2.2.3.1Alcoholic Beverages:

8
Alcoholic beverages contain ethyl alcohol which can be consumed for its intoxicating and mind-

altering effects. Alcoholic beverages are produced by the process of natural or controlled

fermentation (Bray et al., 2019). Based on raw material used and process technology used in

their manufacture, alcoholic beverages may be classified into three major groups (Bray et al.,

2019).

 Beer: It is the world’s third most consumed beverage. Beer is prepared by fermenting the

“wort” (soluble liquid of barley malt digest) with appropriate yeast to attain an alcohol

level in the range of 4-8%. Apart from alcohol, beer is also characterized by the

“effervescence” i.e., foam which is produced by carbon dioxide and bitterness. The

bitterness and aroma in beer is contributed by the hops (Humulus lupulus) solids as αiso-

acids and other polyphenols. There are many variants of beer but two are more popular.

These are called as “Lager” beer which is fermented by bottom yeast i.e., Saccharomyces

pastorianus at lower temperature (7-12o C) for longer period, while the “Ale” is

manufactured by using top fermenting yeast i.e., Saccharomyces cerevisiae at relatively

higher temperature (18-25oC) (DellaValle et al., 2020).

9
  Wine: Wines are made from variety of fruits such as grapes, peach, plum or apricots.

However, the most used one is grapes, both green as well as red grapes. The grapes are

macerated to release juice which is fermented naturally by wide range of yeasts including

Saccharomyces spp., Pichia spp., Stellata spp. and certain lactic acid bacteria. The

duration of fermentation is also longer as compared to beer and mostly fermented wine

is aged (months to year) to develop desirable sensory characteristics. There are two major

types of wines i.e., white wine (made from green grapes) and red wine (from red or blue

grapes). The red wine contains anthocyanin (as colouring pigment) and subjected to

secondary fermentation termed as “Malolactic fermentation” to mellow the flavour of

wine. The alcohol content in wine ranges from 9-16% (v/v). Sparkling wines are

characterized by “effervescence” produced by carbon dioxide and clarity, example:

Champagne (Duffey et al., 2017).

 Spirit: Spirit is a class of alcoholic beverages which are unsweetened and produced by

distillation of fermented base. The fermented base may be molasses (by-product of sugar

industry), fruit juices, cereal extract or sometime a combination of many fermentable

substrates. Spirits are characterized by relatively higher alcohol content which may be as

high as 20%. The process of distillation increases the concentration of alcohol but

reduced the level of congeners (Anora et al., 2019).

2.2.3.2 Non-Alcoholic Beverages:

Non-alcoholic beverages contain little or no alcohol. This category includes low-

alcohol beer, non-alcoholic wine, and apple cider if they contain less than 0.5% alcohol by

volume (Abdellatif, 2018).

10
2.2.4 Hot and Cold Beverages

Another criterion for classifying beverages is the temperature of serving. Certain beverages are

consumed only hot i.e., temperatures above 65-700o C which are termed as “Hot beverage”

while those served at chilled temperature are called as “cold beverages”. The examples of hot

beverages are tea, coffee, chocolate, and milk. However, iced tea and cold coffee are served

chilled. Most of the fruit beverages, dairy drinks, alcoholic drinks, and soft drinks are example of

cold drinks. Term “cold drink” is synonymous to “carbonated drinks” as well (Abdellatif, 2018).

2.2.5 Stimulating and Non-Stimulating Beverages

Consumption of some beverage stimulates the body systems mainly the nervous system and

circulatory system. It is mainly due to the presence of certain chemical compounds like caffeine

in coffee and tea, many phenolic compounds in herbal drinks and ethyl alcohol in alcoholic

beverages. The chemical constituents present in these beverages influence the physiological

processes as follows (Fowler et al., 2019):

 Increase in basic metabolic rate (BMR).

 Increase in blood circulation and heartbeat.

 Stimulation of central nervous system (CNS) and release of neurotransmitter

 Diuretic (increase in frequency of urination)

 Enhancement in secretion of gastric juice

2.2.6 Other Beverages

There are many other categories of beverages, and it includes nomenclature like herbal drinks,

energy drinks and sports drinks (Anora et al., 2019).

2.2.6.1 Energy drinks:

11
Energy drinks are those beverages which boost energy and mainly contain sugar and caffeine. In

recent past there has been rapid growth in the demand of energy drinks. These drinks may also

contain variety of stimulants and vitamins.

2.2.6.2 Herbal drinks:

Herbal drinks are prepared by using the infusion of herbs in water. A wide variety

of herbs may be used in preparation of such drinks. Many herbs like aloe vera,

ginseng, shatavari, Arjuna, lemongrass, thyme etc. may be used for as base material for herbal

drinks.

2.2.6.3 Sports beverages:

Sports beverages are also called as “electrolyte drinks” are basically designed to replenish the

loss of fluid & electrolytes and provide quick energy during the exercise and sports activity. The

monosaccharides such as dextrose, glucose syrup are added so that they can be transported easily

into the muscle cells and produce energy apart from sucrose and maltodextrin. The carbohydrate

content of sports beverage varied in the range of 4-8 percent. Electrolytes are many essential

minerals such as chloride, calcium, phosphate, magnesium, sodium, and potassium. Electrolytes

control osmosis of water between body compartments and help maintain the acid base balance

required for normal cellular activities (Anora et al., 2019). There are three types of sports drinks

all of which contain various levels of fluid, electrolytes, and carbohydrate.

 Isotonic drinks have fluid, electrolytes and 6-8% carbohydrate. Isotonic drinks quickly replace

fluids lost by sweating and supply a boost of carbohydrate. This kind of drink is the choice for

most athletes especially middle and long distance running or team sports.

12
 Hypotonic drinks have fluids, electrolytes, and a low level of carbohydrates. Hypotonic drinks

quickly replace fluids lost by sweating. This kind of drink is suitable for athletes who need fluid

without the boost of carbohydrates such as gymnasts.

 Hypertonic drinks have high levels of carbohydrates. Hypertonic drinks can be used to

supplement daily carbohydrate intake normally after exercise to top up muscle glycogen stores.

In long distance events high levels of energy are required and hypertonic drinks can be taken

during exercise to meet the energy requirements. If used during exercise, hypertonic drinks need

to be used in conjunction with isotonic drinks to replace fluids (Anora et al., 2019).

2.3 Locally Made Beverages in Nigeria There are varieties of locally made beverages in

Nigeria which cut across the different types of beverages. These beverages are both produced in

industries and at home (home-made) by individuals. They sold at different outlets including car

parks, shops, clubs, parties etc. (Adeyanju et al., 2017). Among carbonated beverages commonly

consumed in Nigeria include Coca-cola (Coke), Fanta, Sprite, Pespsi, Seven Up, Malt drinks,

Lacasera, Soda, etc. while the non-carbonated beverages include soy milk made from soya

beans, kunun zaki made from either millet (Pennisetum typoidum), sorghum (Sorghum bicolor),

or maize (Zea mays); zobo made from dried Roselle plant flowers (Hibiscus sabdariffa) and pito

brewed with red or white sorghum malt and/or maize. These are mostly home-made (Idumah et

al., 2020). One popular homemade alcohol is ogogoro locally prepared from palm trees with

ethanol as the main active ingredient. There is ‘burukutu’ and ‘pito’ made from cereal like millet

and guinea corn while goskolo is privately prepared from an undisclosed concoction. They are

sold in various parts of the country with a wide popularity. Other locally made alcoholic

beverages include beer and spirit of different brands namely Life,

13
Hennessey Premium Lager Beer, Star, Turbo King, Hero Premium Lager, Gulder Lager etc.

(Adeyanju et al., 2017; Wannang et al., 2011).

2.3.1 Homemade Beverages:

These are beverages that are produced by individuals in their homes in various part of the

country. They are largely unregulated as they are mostly produced outside government

regulation without any rules or regards to standard food safety guidelines. They are consumed by

many Nigerians as they are quite nutritious and cheap to afford (Nwaiwu, 2020). Some of these

homemade beverages are:

2.3.1.1 Kunu:

Kunu popularly called “Nigeria’s Irish Cream” is a drink from Northern Nigeria. It is non-

alcoholic, and the chief ingredient is millet, which is left to ferment,

although there are some varieties where tiger nut, groundnuts, and rice are added. Kunu is

enjoyed by both the young and the old, irrespective of tribe. Best enjoyed cold, kunu can be

taken alone or with food or snacks. Many people enjoy kunu because of its rich taste, but it is

also rich in nutrients as it helps lower the risks of diabetes and reduces cholesterol levels while

14
the fibre in it good for the digestive system. Kunu that is made with millet is known as kunu

zaki, while kunu that is made with groundnut is called kunu gyada (Collins, 2020).

Figure 2.1: Showing kunu drink

Source: (Collins, 2020).

2.3.1.2 Zobo Drink:

Zobo is a healthy, tasty non-alcoholic drink that is made from the flowers of the roselle plant. It

is this flower that gives the drink its unique reddish wine colour. Many things go into the

production of the drink, including ginger and fruits, and it always comes out tasting great. Due to

the colour and rich taste, some people see it as a substitute for foreign drinks. It is packed with

enough nutrients that help reduce the blood pressure (Collins, 2020).

15
Figure 2.2: Showing Zobo Drink
Source: (Collins, 2020).

2.3.1.3 Palm Wine:

The palm wine drink is another popular local drink enjoyed all over the country. Palm wine also

has an important status, and some occasions are not complete if there is no flow of palm wine,

regardless of how many varieties of foreign drinks are present. It also plays an important role in

some traditional activities, like marriage. Such is the status that palm wine enjoys today. Unlike

other drinks in the list so far, palm wine is not prepared. Instead, it is tapped from palm trees. It

has a clear white color and can be very sweet if enjoyed fresh. In its fresh state, palm wine is

non-alcoholic and can be enjoyed by everybody, but after it is left for some time, the wine

ferments and becomes alcoholic (Collins, 2020).

Figure 2.3: Palm wine

Source: (Nwaiwu, 2020).

16
2.3.1.4 Ogogoro

Another popular name for the alcoholic drink is “kai kai.” Ogogoro is gotten from fermented

palm wine, which has been left to stay in tightly sealed containers for days. After that, it is then

heated in drums. The local distilling process involved in making ogogoro is known only to the

experts involved in it, who are found all over the country. Ogogoro has a harsh taste and has a

status like that of palm wine, being used in traditional religious settings, often for libation

(Collins, 2020).

2.3.1.5 Burukutu

Burukutu is made from sorghum, but other grains can be used or mixed with it. The preparation

of burukutu, which involves fermentation of the grains and boiling, is quite extensive and takes a

bit of time (Collins, 2020).

2.3.1.6 Adoyo Drink

Adoyo is made from fresh pineapple juice and corn pap or ogi. Making pap is another task on its

own, but it involves letting corn sit in water for days before it is ground and left to ferment for a

few days. Naturally, pap has a mild-sour taste, but the addition of pineapple juice helps to

improve it a bit. It is enjoyed by many people, especially those who are fans of pap and those

who enjoy it for its nutrients (Collins, 2020).

2.3.1.7 Fura da Nono

This is another drink from Northern Nigeria. This healthy Nigerian drink is so delicious and

nutritious. The ingredients include millet, the fura, and fermented cow milk, nono, which is very

17
easy to get around Northern Nigeria. The milk has a consistency almost like yoghurt but also

contains lumps, due to the fermentation process. The millet is ground and set to low heat before

the milk is added to it. Other things, like ginger and pepper, may be added to it to enhance the

taste (Collins, 2020).

Figure 2.4: Fura da Nono

Source: (Collins, 2020).

2.3.1.8 Tiger nut milk

Tiger nut milk is also known as Kunnu Aya. It is another healthy Nigerian drink that is widely

consumed and readily available. Tiger nut milk is naturally delicious, creamy and gives you a

sweet, rich, and nutty flavour. Tiger nuts are a healthy alternative to animal dairy products,

because it contains more nutrients that animal milk. Also, it is suitable for people who are gluten

sensitive or lactose intolerant. Other milks made from almonds or other nuts which are typically

18
very rich in inflammatory omega-6 fatty acids, but tiger nut milk is high in monounsaturated

fat, as well as minerals and vitamins C and E (Collins, 2020).

Figure 2.5: Tiger Nut Milk

Source: (Collins, 2020).

2.3.1.9 Soya Milk

Soya Milk is a refreshing nutritious drink made from plant protein. It made from soya beans and

is also very delicious. Soy milk is rich in sodium, potassium, calcium and iron (Collins, 2020).

2.3.1.10 Nigerian Chapman

Nigerian local chapman is an easy-to-prepare cocktail drink with a nice blend of fruity flavours.

This drink can either be prepared as an alcoholic or non-alcoholic beverage in Nigeria. Local

chapman is prepared with Grenadine syrup, Angostura aromatic bitters, lemon, pineapple, orange

or even sprite or Fanta drink (Collins, 2020).

2.4The Beverage Industry

19
The beverage industry is one of the largest industries in the world where every producer

competes to win marketing for the sake of their business sustainability. The global beverage

industry has grown reasonably for the past few years with an average growth by 3.4% since 2009

and it is expected to accelerate in years to come. More than 30% of the global share is covered

by carbonated soft drink products. The non-alcoholic beverage market size was around USD

1545 billion in 2015 and is expected to reach USD XX billion by 2023, growing at 4.4% CAGR

(Compound Annual Growth Rate) during the forecast period 2018-2023 (Shih et al., 2015;

Anora et al., 2019). This growth is partly due to the awareness about good health trending among

young people that has motivated them to shift from alcoholic beverages to other ones.

However, the Transparency Market Research reports that the global alcoholic beverage market is

likely to expand by CAGR of 6.4% between 2017 and 2025. The global alcoholic beverage

market is estimated to be worth US$1,205,359.1 million by the end of 2017. The market is

estimated to grow with an average growth of 4.1% between the years 2013-2018 to reach

approximately 2,245 billion USD (Shih et al., 2015; Anonymous, 2014).

2.4.1 Nigeria Beverage Industry

Carbonated and healthy drinks constitute a great proportion of beverages consumed by the

general populace in Nigeria especially among the youths. National Bureau of Statistics indicates

that 86.5% of Nigerian students consume carbonated drinks (NBS, 2010). The German

Engineering Foundation ranked Nigeria as the Fourth country with the most sales of soft drinks

globally in 2016 with the consumption of 38.68 million litres of soft drinks. This high

consumption rate can be attributed to the growing population, urbanization, lack of portable

water and climate change (hot weather) among other factors (Idumah et al., 2020).

20
The beverage industry in Nigeria predominately features some of the key global brands like Coca

Cola, Pepsi, Nestle, SAN Miller, Nigerian Breweries etc. The food, beverage and tobacco

industry contributed 3.86% to Nigeria GDP by the end of the third quarter of 2017 (Chioma,

2019). A more recent report from Nairametrics in 2022 showed that Nigerians spent over a $1

billion on beverages in the first half of 2022. Total revenue generated from beverages alone

stood at ₦763.9 billion as against ₦587.5 billion in the same period in 2021. This showed a

28.5% growth in beverage revenue which top beverage companies reporting significant rise in

sales and profit.

2.5 Health Importance of Beverages

Beverages are essential for growth, development as well for carrying out various physiological

processes that are critical for living a healthy life. Some of the health importances of beverages

are (Idumah et al., 2020):

 In adult individuals, 70% of body weight, 73% of lean muscle, 25% of adipose tissues,

22% of bone and 80% of blood consists of water. Consumption of beverages help in

maintaining the water content in body and prevent dehydration.

 The water assists in digestion, assimilation, and excretion of foods. It also helps in

removing the toxic substances produced in body because of metabolisms such as urea,

uric acid, ammonia etc. through kidney.

 Water in beverages help in regulating the temperature of the body through the process of

sweating

 Beverages specially the fruit and vegetable-based ones are source of micronutrients

(vitamins and minerals) and antioxidants (carotenoids, flavonoids).

21
  Certain beverages like tea and coffee contain alkaloids which stimulate the central

nervous system.

 Consumption of alcoholic beverages especially wine is recommended for its heart healthy

image due to the presence of flavonoids.

 Fermented dairy beverages are consumed because of the beneficial microflora present in

them which assist in restoration and improvement of gastro-intestinal health.

2.6 Theoretical Framework

Several theoretical frameworks are essentially used in public health research. The study on the

perception and attitudes of FUTO students towards locally made beverages suits the theory of

Substance/product Utilization by Anderson.

2.6.1 Theory of Substance Utilization by Anderson et al. (1968)

This is a conceptual model aimed at demonstrating the factors that lead to the use of a particular

product by an individual. It tries to show factors that interplay as predisposing, enabling and

need.

This theory is based on two sets of variables:

1. Predisposing factors (age, sex and other socio-demographic indices)

2. Enabling factors (income level, level of hygiene during preparation, environment and

past experience on the product, etc.)

A WHO sponsored international collaborative study of product utilization expanded this into a

more detailed model that begins with perceived need and placed predisposing and enabling

factors as intervening variables. The influence of all these decisions to utilize the consumption of

22
a particular product is considered in this model. Perceived need in this model is defined as a

perception of need for a product.

Socio-demographic variables are very strong factors and form part of the predisposing factors.

Education for instance plays a role in determining overall use of a particular product. Non

availability of desired product plays a role on type of product been consumed.

Socio-cultural factors also constitute predisposing factors. They play role in defining norms for

the perception and reaction to substance. The perception of the negative impact of consuming a

particular product for instance will contribute to the level of consumption of that product in a

particular geographical area.

Enabling factors like income level of an individual has a way of determining the type of products

they are likely to consume e.g. family support and ability to meet unexpected expenses. When

there are barriers to these factors they impede utilization of product of choice.

Application of Theory of Product Utilization by Anderson to the Study

This model as explained can be applied to the attitude and perception towards locally made

products (beverages) among students of FUTO. A student can only patronize or consume a

particular locally made beverage if he/she has the knowledge and right attitude towards it.

Factors like economic and social factors e.g. cost and accessibility to locally made drinks and

beverages can determine whether if the students are likely to consume them or not. And also the

need for the students to know the level of hygiene practices observed during the preparation of

these locally made beverages will play a vital role in increasing their perception and utilization

of locally made drinks.

23
2.7 Empirical Studies
A descriptive study by Mohammad et al. (2020) aimed to investigate the consumer perceptions and

preferences of beverage products in Malang City, East Java. Using a Mixing theory approach

which analyzes research data quantitatively and qualitatively, the population is all consumers of

beverage products in Malang city, where 220 consumers were selected as research samples

through purposive random sampling. Primary data were collected using a questionnaire. Types of

drinks that were commonly consumed by the local community include soft drinks, tea, milk,

coffee, health drinks, and beverages included in "other" category. Furthermore, the most

consumed beverage was coffee. The results demonstrate that the choice of beverage products is

greater based on the health and refreshing benefits. In terms of purchasing methods, most

consumers prefer buying directly at the nearest store. This finding is a strong signal for beverage

producers to market the products widely to reach small stores in residential areas. Producers of

beverages other than coffee are suggested to emphasize the refreshing or health benefits of the

beverage products to gain consumers' preference.

Another descriptive survey by Omotayo (2014) on Nigerian consumers’ perception and attitude

towards foreign made products which focused on information in evaluating a product; the

evaluation of specific product dimensions used by Nigerian consumers in their assessment of

different product categories. The results show that Nigerian consumers perceive foreign made

products as more reliable technologically advanced, stylish and competitively priced than the

Nigerian products. More importantly, the most common product information sources are

advertising and words of mouth. The managerial implication and limitations of the study are

examined

A field experimental study on the attitudes and perceptions of restaurant customers to locally

produced food and beverages and their willingness to pay a premium conducted in a restaurant

24
located on a Midwest US university campus. When ordinary customers entered the restaurant,

we gave them the choice of two set menus that we had systematically varied with respect to price

and origin. Then while waiting for their order, we asked them to complete a short questionnaire

about attitudes and perceptions. We find that a price signal must support local food and beverage

labelling to obtain an increased interest from customers. When local food was marginally more

expensive than other food, more customers chose local food than if it was sold at the same price.

25
 CHAPTER THREE

MATERIALS AND METHODS

3.1 Study Design

This research will adopted a cross-sectional descriptive survey; this design was chosen for this

study because it will permit the collection of primary data from the respondents to investigate the

perception and attitudes of FUTO students towards locally made drinks and beverages at the

period this research will be carried out.

3.2 Study Area

The study was Federal University of Technology Owerri. The Federal University of Technology

Owerri (FUTO) is a federal government university located in Owerri West, the capital of Imo

State. The University is bounded by the communities

of Eziobodo, Umuchima, Ihiagwa and Obinze, in Imo State, Nigeria. It is the premier federal

university of technology in the South East and South-South parts of Nigeria. The Federal

University of Owerri is the Oldest University of Technology in Nigeria and was established in

1980 by Executive fiat with the composition and appointment of the first provisional Council by

Nigeria's First Executive President Shehu Shagari. It became the first of three such Universities

set up by the Federal Government of Nigeria who sought to establish a University of Technology

in each geo-political region and particularly in a State which did not have a conventional

University. FUTO began with 225 students and 60 staff (28 academic and 32 non-

academics).Like other federal universities in Nigeria, FUTO is headed by a Chancellor who is

usually a royal father, and followed by a Vice Chancellor who oversees the daily activities of the

26
university. The University also has a senate, which is the highest decision making arm of the

University.

3.3 Study Population

The study population for this study will be all the undergraduate students in FUTO including

those living in the hostels who have been in the study area at least for the last twelve months.

3.3.1 Inclusion Criteria

Only under graduate students of Federal University of Technology Owerri including those in

living in the hostel and have been in the study area for at least twelve months will be recruited as

respondents during the course of this study.

3.3.2 Exclusion Criteria

Post graduate and masters students in Federal University of Technology Owerri and any youth

who is not a student of FUTO and FUTO undergraduates that have not spent up to twelve

months in the area together with those students who refused to give in their consent for the study

will be excluded from the study.

3.4 SAMPLE SIZE AND SAMPLING METHODS

3.4.1 Sample Size

The sample size for this study will be calculated from the total number of undergraduate students

studying in FUTO. The sample size will be calculated using the Taro Yamane formula

This states that:

n= N

1+N (e2)

Where; n =sample population

27
N= total study population

e= error margin set at 5% which is 0.05

The total population of undergraduate students of FUTO is estimated to be 30,000 every

academic section. Therefore, applying the Taro Yamane formular of sample size determination

we have;

n=30000/1+ 30000(0.0025)

n =30000/76

n= 395

The sample size will be increased by 10% to avoid attrition bias occasioned by non-response

nrr = n
1-nrr

= 395
1-0.1

= 395
0.9

=438

Therefore, n = 438.

3.4.2 Sampling Methods

A probability based multistage sample techniques will be used for the study.

Stage1: selection of Faculties

28
Four (4) faculties will be selected out of the total of nine (9) faculties in FUTO to give every

faculty an equal chance of being selected through simple random sampling via balloting.

Stage 2: Selection of Departments

The total number of departments found in each faculty will be obtained from the faculty portal or

Dean’s office to give every department an equal chance of being selected through simple random

sampling via balloting.

Stage 3: Selection of Respondents

The total number of students in each department that will be selected for the study would be

obtained from the department’s portal or HOD’s office which will serve as the sampling frame to

give every student an equal chance of being selected via systematic random sampling.

3.5 Instruments for Data Collection

The instrument for data collection will be a semi-structured questionnaire and face to face

interview aimed to collect information on the perception and attitude of FUTO undergraduates

towards locally made drinks and beverages. The questionnaire will be administered to them

alongside oral interviews to enable full participation by respondents. The questionnaire consists

of four (4) sections which include;

A. Socio demographic characteristics of the respondents.

B. Perception of FUTO student about locally made beverages..

C. Attitude of FUTO students towards locally made beverages.

29
 D. Factors influencing FUTO students’ perception and attitude towards locally made

beverages.

All questions will be written in simple English to avoid cases of ambiguity and

misinterpretation. Refer to Appendix A.

3.6 Validity of Instruments

The study instrument will be designed by the researcher from a review of relevant literatures

(construct validity) and later submitted to the project supervisor for final review and correction to

be made (face validity). This is done so that the instrument to be used for the study will be

appropriate and suitable to find out the phenomenon the study intends to measure.

3.7 Reliability of Instruments

A test- retest method will be used to test for how reliable the questionnaire is. The questionnaire

will first be administered to 20 subjects in a similar set of participants in another university Imo

State University to be precise which shared the same characteristics as the study area. This will

be done to check for reliability, appropriateness of format, wordings as well as time required to

fill the questionnaire. The whole process will be repeated one week later and the results would be

scaled and compared for consistency using statistical software. At the end of the day, a reliability

coefficient of 0.8 is expected.

3.8 Method of Data Collection

The data collection will be done using pre-tested, self- administered questionnaire for the

respondents alongside oral interviews. Adequate information about the study will be given to the

students and inform them of their right to opt out at any point during the data collection. An

informed consent will be obtained from the respondents after which the questionnaires will be

administered. Each student eligible for the study and who is willing to participate will be

30
administered a questionnaire. The respondents will be allowed to fill out the questionnaire

themselves because they are all literates. To ensure data quality, the data collection team will be

trained and the data collection in the field will be monitored by the team leader (Researcher).

Each questionnaire will take about 5-10 minutes to be completed.

3.9 Method of Analysis

The data obtained from the field during the course of the study will be checked for completeness

and consistency in response to the questions by the participants. The data will be entered into the

computer for data cleaning and consistency checks. The researcher will edit, code, classify and

tabulate the data. The data analysis will be carried out using the Statistical Package for Statistical

Sciences (SPSS) software, version 21. Descriptive data will be presented as charts and simple

frequency tables in percentages.

3.10 Ethical Consideration

Ethical clearance will be obtained from FUTO, Department of Public Health Local ethics

committee before this research will be conducted. The purpose of the research will be explained

to each respondent and consent will be obtained from them before inclusion into the study. Also,

anonymity of the respondents will be assured. The confidentiality of the information they will

give will also to be maintained.

31
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DellaValle, D. M., Roe, L. S., & Rolls, B. J. (2020). Does the consumption of caloric and non-
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33
 APPENDIX A

PERCEPTION AND ATTITUDE TOWARDS LOCALLY MADE DRINKS AND

BEVERAGES AMONG UNDERGRADUATE STUDENTS OF FEDERAL UNIVERSITY

OF TECHNOLOGY OWERRI (FUTO)

Dear Respondent,

My name is Ihegbu Munachimso Chinatu, a final year student of the Department of Public

Health, Federal University of Technology Owerri. I am conducting a research on the

“Perception and Attitude towards Locally Made Drinks and Beverages among

Undergraduate Students of Federal Universityof Technology Owerri (Futo)”. I will

appreciate your cooperation and ensure that the information provided will be held with utmost

anonymity and confidentiality.

SECTION A: (SOCIO- DEMOGRAPHIC CHARACTERISTICS)

INSTRUCTION: Please tick (√) the correct options besides each question and also fill in the
spaces provided where appropriate with the correct options.

1. What is your age? (a) <15 [ ] (b) 16 -25 [ ] (c) 26 – 35 [ ]

2. What is your gender? (a) male [ ] (b) female [ ]
3. Ethnicity (a) Igbo [ ] (b) Hausa [ ] (c) Yoruba [ ] (d) Fulani (d) Others [ ]
4. Marital status (a.) Married [ ] (b.) Single [ ] (c.) Separated [ ] (d) Widowed [ ]
5. What is your study grade/level? (a) 100l[ ] (b) 200l[ ] (c) 300l [ ] (d) 400l [ ] (e)
500l [ ]
34
 6. Are you satisfied with your monthly allowance? (a) yes [ ] (b) No [ ]

SECTION B: PERCEPTION OF FUTO STUDENTS TOWARDS LOCALLY MADE

BEVERAGES

7. Have you heard of locally made beverages before? (a) Yes [ ] (b) No [ ]
8. If yes, what is your source of information about locally made drinks and beverages? (a)
Mass media (TV, Radio etc) [ ] (b) Posters and Banners [ ] (c) Fellow students [ ] (d)
Neighbors (e) Seminars/conference
9. Do you believe that locally made beverages are rich in nutrients? (a) yes [ ] (b) No [ ]
10. Do you perceive locally made beverages to be a male focused brand? (a) Yes [ ] (b) No
[ ]
11. Locally made beverages have lesser health effects than carbonated drinks? (a) Yes [ ]
(b) No [ ]
12. Locally made beverages are the ideal drink for weight management? (a)Yes [ ] (b) No
[ ] (c) Not aware
13. Locally made beverages are been consumed mainly by students of lower economic
status? (a) Yes [ ] (b) No [ ]
14. Students usually patronize locally made beverages because of unavailability of desired
brand of drink? (a) Yes[ ] (b) No [ ] (c) Undecided [ ]

SECTION C: ATTITUDE OF FUTO STUDENTS TOWARDS LOCALLY MADE

BEVERAGES.
15. Do you always consume locally made beverages and drink? (a) Yes [ ] (b) No [ ]
16. If yes, how often do you consume locally made beverage? (a) One to two times daily [ ]
(b) Two to three times weekly [ ] (c) Once a week [ ] (d) Others, specify……….
17. Taking of cold locally made beverages relieves stress after lectures? (a) Yes [ ] (b) No

35
 [ ]
18. Not allowing sellers of locally made beverages around departmental premises affects its
consumption among students? (a) Yes [ ] (b) Occasionally [ ] (c) No [ ]
19. Consuming of locally made beverages gives extra specially satisfaction to the students
than carbonated drinks? (a) Yes [ ] (b) No [ ]

SECTION D: POSSIBLE FACTORS INFLUENCING FUTO STUDENTS’

PERCEPTION AND ATTITUDE TOWARDS LOCALLY MADE BEVERAGES..
INSTRUCTION: Please tick (√) the correct options in the spaces provided appropriately with
the correct options.

S/N Statements Strongly Agree Strongly Disagree

agree disagree

20 Cost of locally made

beverages is the main reason
for non-consumption

21 Non availability of locally

made beverages affects your
consumption rate

22 The health benefits of locally

made beverages influences
your rate of consumption

23 Taste of locally made

beverages is the reason for
non consumption

24 Not comfortable after taking

of locally made beverages

25 Preservation methods of
locally made beverages is the

36
 reason for non consumption

26 Hygiene level is the main

reason for non consumption
of locally made beverages

37