AN ANALYSIS OF CONSUMER BRAND SWITCHING BEHAVIOURS IN SOFT DRINK MARKET (A CASE STUDY OF ENUGU METROPOLIS)

i.   To  determine  the  impact  of  marketing  mix  on the  consumer  brand  switching  behaviours  in  soft  drink  market;  

ii.  To  determine  the  factors  that  promote  consumer  brand  switching   behaviours  in  soft  drink  market:  and  

iii.  To  discover  the  relative  strengths of the  various  soft  brands short listed for this  study,  primary  and  secondary  data  were  used. The  primary  data  was  sourced  through  specific  research  instrument  (i.e questionnaire) which  is  distributed and  administered  to the  consumers  and  dealers  of  soft  drink  brands  in  Enugu  metropolis.  Secondary   data  on the  other   land, was  sourced through  authoritative  textbooks,  articles , newspaper  and  journals,  computerized  source, library  and  past  research   work. The  date  collected  from  the  respondents  through  the  requestionnaire were  analyzed  using  tables,  frequencies and  percentages.  

Based  on the  objective  on the  objective  of this  study , the  bourley’s  formular  and  chi-  square  (x2)  -  test   tool are  been  used  to determine   the  sample  size  and  in  testing   the  stated   hypothesis   stipulated  for this  study . based on   the  data  analysis, the  following  findings  were  made  and  they  are:  

Based  on the finding’s  so  far  highlighted  above, the  researcher  made  the  following  recommendations  to  manufactures  and  they are: 

i.  The is the  need  for  comprehensive  review  of the  pricing   method,  strategies  and  policies  employed by  manufacturers  with a view  to  develop and  sustain  attractive  pricing  levels for  brands  to ensure continuous   consumer patronage  and  also  attract  new  ones.  

ii.  Manufacturers  should  also  employ  all the  marketing  strategies available  to the  such  as  packaging sizes,  contents, bottle  design,  taste,  quality, pricing,  persuasive  advertising, promotion  campaign,  new  brand  introduction  and  line  extension  to  exploit  and  build   the  target  latend demand  and potential  market which  characterize the  Enugu  market  with  a view to increase   consumption  levels as well  as to  diminute consumer brand  switching   and  gain  brand loyalty.  Finally, the  research   wishes  to  con  that  the  Enugu  soft drink market  is  highly  undeveloped  and  unsophisticated having  one of the  lowest per  sub zonal   consumption  levels  and  currently   having  high  consumer  brand  switching  and cannot  sustain  high  brand  loyalty  has  significant marketing  and  economic  implications for this  country  marketing  and  economic  implications  for  this   premise  that the  following   recommendation  were   made  above  and  must  be  adhere  with  or  else  the  reasons  for  brand  switching  in soft  drink  market  will  step  up  while  the  benefits of  brand  loyalty  from  consumer  will  drastically fall.  And  so,  manufacturers  should  be  very conscious of  recommendations  made  so far.        

Title Page

Approval Page

Dedication

Acknowledgement

Abstract

Table of Contents

List of Tables

Review of Related Literature

Meaning of Consumer Behaviour

Research Methodology

Data Presentation Analysis and Interpretation 

Discussion  of Findings, Recommendation and Conclusion

Appendix

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