+234 813 0686 500
+234 809 3423 853
info@grossarchive.com

CONSUMER BRAND PREFERENCE IN THE PURCHASE OF BEVERAGE IN ENUGU METROPOLIS

  • Type:Project
  • Pages:56
  • Format:Microsoft Word
(Marketing Project Topics & Materials)
ABSTRACT
The research was on Consumer Brand Preference in the purchase of Beverage in Enugu Metropolis.
The objective of the study or research was:
i.To find out why the foreign processed brand is preferred and the problems militating against it.
ii.To ascertain why the less privilege go for the locally processed brands.
iii.To find out why people trade on the foreign brands in spite 0of the low prices of the local beverage.
iv.To find out the factors responsible for the poor processing of beverage by the local processors.
v.To find the possible situation on how to bridge the purchasing gap between the locally processed beverage and the foreign processed brand of beverage.
FINDINGS
Having collected, arranged and analyzed the data, we are now left with the issue of summarizing the findings based on the various interviews conducted.
The study shows that the consumer  is affected by various variables which gives rise to brand preference; examples are behavioral determinant, price of product, and culture and brand availability of product.
The study shows that the producers of the local beverage have identifies that their brand are not up to standard when compared with f0oreign beverage and this is due to the fact that they are not adequately funded.  Most of the respondents on the other hand indicated that the producers are being mythical in their production and packaging by adding stones and creating an unpleasant taste for their products.  This shows how myopic the producers are about their market share.,  the producers have not realized that they are in the business of providing for a large market and the foreign producers who are also their competitors are providing these same products.
The findings also revealed that the producers do not advertise.  This may be due to the fact that they have to protect the image of their company and attract more consumers.  The producers should understand that advertising helps to build a strong demand for their product and that the building of brand recognition are accomplished when the product is finally accepted.
It was also learnt that the producers believe that their problem is finance which has resulted in their small scale of production and poor production but they forget that people are ready to pay more for better products provided their needs are satisfied.  With these, their unethical practices should be stopped and at least make do with their present capital wisely.
The finding also reveal that the producers are not aware of the importance of market research, they revealed that their inability to carry out the research was due limited resources available to them.
The finding shows that price gives, rise to brand preference.  The information, from the data show that so much is left to be expected from the producers of local beverage.  There is hope that this situation may change in the future.  The producers should apply measures of refinement to satisfy consumers needs in order to survive their bleak future.
Producers therefore must be must be customer oriented to succeed.  This concept places the consumers of beverage at the center of organizational planning to satisfy their needs and wants.  As greater turnovers create high profit.


TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of content

CHAPTER ONE
1.1Background of the study
1.2Statement of the study
1.3Purpose of the study
1.4Scope of the study
1.5Significance of the study
1.6Research questions
1.7Definitions of terms

CHAPTER TWO
2.1Review of related literature
2.2The definition and concept of branding
2.3The significance of branding
2.4Reasons for effective brand preference
2.5Consumer behaviour in relation to brand
2.6Preference consumer modeling

CHAPTER THREE
Research Methodology
3.1Sources of data
3.2Population of the study
3.3Sample side determination
3.4Analysis and interpretation of findings

CHAPTER FOUR
4.1Summary of finding
4.2Conclusion
4.3Recommendation
Appendix
Bibliography

CONSUMER BRAND PREFERENCE IN THE PURCHASE OF BEVERAGE IN ENUGU METROPOLIS

Share This

Details

Type Project
Department Marketing
Project ID MKT0727
Price ₦3,000 ($9)
No of Pages 56 Pages
Format Microsoft Word

500
Leave a comment...

    Details

    Type Project
    Department Marketing
    Project ID MKT0727
    Price ₦3,000 ($9)
    No of Pages 56 Pages
    Format Microsoft Word

    Related Works

    IN ENUGU METROPOLIS CHAPTER ONE   INTRODUCTION 1.1     BACKGROUND OF THE STUDY This study is more concern on the S IN ENUGU METROPOLIS.  Rightly, from the time immemorial, there had been several cases of the purchase of different brand... Continue Reading
    THE ROLE OF ADVERTISING IN MOTIVATING CONSUMER BRAND PREFERENCE FOR BEVERAGES IN ENUGU METROPOLIS ( A CASE STUDY OF BOURNVITA OF CADBURY NIGERIA PLC). ABSTRACT This research project was designed to investigate the extent to which advertising influence consumers purchase decision on the Bournvita brand. To solve the research problem both primary... Continue Reading
    ABSTRACT This research project seeks to examine the assistance of various brands of packed water in Enugu metropolis with a view of establishing what extent consumers preference of one brand of packaged water over the other can be attributed to each of the market factors. To solve the research problem, both primary and secondary data were... Continue Reading
    ADVERTISING AND CONSUMER BRAND PREFERENCE ABSTRACT The study focused on Adverting and Consumer Brand Preferences. It also sort to find out The Influence of Advertising on Consumer brand preference in Ugbowo, Benin City. The research method used for the research work was survey research method and with the aid of questionnaire, data was obtainable... Continue Reading
    EFFECT OF ADVERTISEMENT ON CONSUMER BRAND  PREFERENCE CHAPTER I INTRODUCTION Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential... Continue Reading
    CHAPTER I INTRODUCTION Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes... Continue Reading
    ABSTRACT This study was motivated by a desire to examine the impact of advertising on consumer brand preference in telecommunication service (MTN). Empirical evidence shows that advertisements are the back bone for this industry, they act as a glue to retain their... Continue Reading
    ABSTRACT This study was motivated by a desire to examine the impact of advertising on consumer brand preference in telecommunication service (MTN). Empirical evidence shows that advertisements are the back bone for this industry, they act as a glue to retain their... Continue Reading
    ABSTRACT This research for the place of Advertising in motivating consumer Brand preference of Toothpaste (A case study of Close-Up. Their objectives is to find out if close up is rendering high quality services to the consumers. In order to... Continue Reading
    THE IMPACT OF TELEVISION ADVERTISING ON CONSUMER BRAND PREFERENCE FOR SOFT  DRINK IN A COMPETITIVE MARKET. (A CASE  STUDY OF 7UP BOTTLING COMPANY  NIG. PLC, 9TH MILE CORNER  ENUGU ) CHAPTER ONE INTRODUCTION The beginning of the twentieth Century witnessed an outburst of advertising efforts the bottling companies. This outburst was... Continue Reading