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Abstract
The study investigated the influence of product innovation on consumer’s choice for decorative paint, in the South East, Nigeria. The major objective of the study was to: ascertain the effect of brand innovativeness on consumer’s choice of decorative paints. The instrument for data collection was questionnaire. The population was drawn from the contractors and painters operating in the three commercial cities in the three states chosen among the five states of the South East Nigeria. Due to the nature of the population, it could be described as being unknown and therefore a sample size of 384 was determined using Zigmund formula which is suitable for an unknown population. The result of statistical analysis revealed that brand innovativeness has a significant effect on consumer choice. It was concluded that the study has filled the gap in literature by providing the knowledge base that when brand innovativeness is improved for decorative paint; it increases consumer choice. It was therefore recommended among others that decorative paint companies should embark on product innovation initiatives in order to enlarge their loyal customer base.