THE INFLUENCE OF FOOD LABELING AND BRAND NAME OF FOOD PRODUCTS ON CONSUMERS FOOD CHOICES IN YENAGOA LOCAL GOVERNMENT AREA OF BAYELSA STATE

Objectives: This study was designed to determine the influence of food labels and brand names of food products on consumers’ food choices, and to assess the consumers’ knowledge and perception on food labels and brand name of food products in Yenagoa Local Government area of Bayelsa State. Methodology: A total of 200 respondents were selected for the study using the convenience sampling technique to collect data from commercial supermarkets in Yenagoa LGA of Bayelsa State, this technique supported in finding relevant respondents who willingly participated in the study and a structured questionnaire was used to illicit information on the Socio demographic/economic characteristics, Consumers perception on Nutrition information on food labels and Consumers perception on the purchase of Branded food products. A total of 200 questionnaires were distributed, filled and collected and 62 commercial supermarkets in nine major wards of the LGA were selected which includes both urban and semi urban communities. Also consumers who use packaged foods were considered and interviewed in the 62 supermarkets. Results: Results revealed that 67(33.5%) were male and 133(66.5%) were female, 27(13.5%) had informal education, 11(5.5%) had primary education while 29(14.5%) had secondary education. 49(24.5%) are self-employed, while 76(38.0%) are civil servants, 3(1.5%) earn N30, 000 monthly, while 109(54.5%) earn more than N90, 000 monthly. Data entry and processing were done using the descriptive statistical analysis on frequency tables and percentages. Descriptive and inferential statistics was used to analyze the variable with significance difference at P< 0.05. Conclusion: Food labels and brand name of food products allows the consumers have the knowledge and guidance towards the food products they purchase; it is also a legal requirement to give an idea of the quality of the food product. In the study most of the consumers do not mind reading food labels, and do not trust the write up on the food manufacturers. It is also observed in the study that buying well branded food products is a symbol of prestige, health and wellness of my family. Nutritional information on Food labels and brand names of food products also influenced the choices of food products purchased by consumers.