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Abstract
This research was conducted so as to obtain information about factors determining consumption of zobo drink among undergraduates of a Nigerian Private University. Structured questionnaires were distributed to 300 respondents drawn randomly from different faculties of the University. Information on their socio- demographic data, reasons for consuming or for not consuming zobo drink and frequency of consumption was obtained. The results obtained were expressed in percentages. Female respondents (63%) were more than male respondents (37%). More than 50% of the respondents were Yoruba, 29% were Ibo while 12% were Hausa. 70% were Christian while the Muslim were 28%. 71% of the respondents consume zobo drink for various reasons: 42.25% consume zobo drink due to its functional and nutritive value, 30.96% consume zobo as result of its low price, 21.12% consume due to its availability while 5.63% consume zobo because of its organoleptic properties. From frequency of consumption, 52.11% consume zobo drink once a week. 39.28% of those not consuming zobo drink, dislike its taste while 28.57% were not aware of the functional and nutritional value. More than 50% of the respondents were not aware of the functional and nutritive value of zobo drink. There is a need for more awareness on benefits of zobo drink especially above carbonated drinks.
Keywords: Factors Influencing Consumption of Zobo Drink,