BEVERAGES

This study investigated the impact of brand personality on customer loyalty in the food and beverage sector among University of Benin students. A total of 400 undergraduate students participated via a structured questionnaire distributed through Google Forms. The collected data were analyzed using descriptive statistics and regression analysis to assess the influence of four dimensions of brand personality excitement, competence, sincerity, and innovation on customer loyalty. The findings revealed that brand excitement, competence, and sincerity have a statistically significant and positive effect on customer loyalty, whereas brand innovation does not significantly influence loyalty. Based on these results, the study recommends that food and beverage companies focus on developing engaging, reliable, and authentic brand experiences to enhance customer retention among university students.

Microbial analysis in this study was conducted on palm wine samples gotten from five locations in Benin City. The samples were collected from different palm wine bars in the different locations. The microorganisms isolated were identified based on their various morphological, cultural and biochemical characteristics. The microbial analysis of palm wine in this study revealed the presence of diverse microorganisms including Lactobacillus, Acetobacter, Enterobacter, Bacillus, and Staphylococcus specie as well as Saccharomyces cerevisiae, Candida sp., and Aspergillus sp. The highest heterotrophic bacterial count was recorded for Sample A, in which the values were too numerous to count for the first dilution and 12±1.00×10 4cfu/ml for the fourth dilution plated. This was followed by Sample E with values of 1.4±1.00×10 2cfu/ml and 8.0±1.73×10 4cfu/ml for both dilutions plated. The total fungal counts were recorded as 2.06±0.58×10 2cfu/ml and 1.6±1.00×10 4cfu/ml for Sample A, 2.54±1.53×10 2cfu/ml and 8.6±2.08×10 4cfu/ml for Sample B and 4.0±0.81×10 1cfu/ml and 2.6±0.58×10 4cfu/ml for Sample C. Sample D was recorded as 2.26±1.53×10 2cfu/ml and 2.24±0.58×10 5cfu/ml while Sample E was recorded as 2.24±5.69×10 2cfu/ml and 5.4±1.53×10 4cfu/ml. The lowest count was found in Sample B in which the value was 2.6±0.58×10 1cfu/ml for the first dilution plated and no growth was recorded for the 10 4 dilution The presence of Saccharomyces cerevisiae and Lactobacillus spp. with a 100% occurrence in the samples showed their usefulness in the fermentation of the beverage. Some of the organisms isolated such as the coliforms, indicated unhygienic handling of the beverage. It is therefore pertinent that hygiene practices are taken into great considerations in the production and distribution of the beverage.