Description
INTRODUCTION
This study is more concern on the CONSUMER BRAND PREFERENCE IN THE PURCHASE OF BEVERAGES IN ENUGU METROPOLIS. Rightly, from the time immemorial, there had been several cases of the purchase of different brand of beverages consumption either domestically or for commenced purpose.
Consumer brand preference in the purchase of beverage is simply the procurrent of different brand of beverages in the relation to their choices in the highest order.
Based on the study we shall focus on the various brands of beverage purchased by consumers which are divided into two groups:-
The locally processed and foreign processed ones:
Conversely, under the locally processed ones. We have the popularly known Lulu Juice, Soya milk, Zobo drink and some of the foreign beverage, coca cola soft drink, Heineken beer, Eva wine most importantly, the manners in which consumers behave towards the purchase of these aforementioned brands determine their taste, which is backed-p by their level of income. With this, one may ask why do sellers prefer to brand their products and the meaning of branding. Branding is the name, term, sign, symbol or design or a combination of them, intended to identify the goods or services of ones sellers or group of sellers and to differentiate them from those competitors.
Today, branding is such a strong force that hardly anything goes unbranded. Beverage is branded with separate brand names from the producer for the following reasons: Brand name makes it easier for the seller to process order and track down problems. Furthermore, the seller finds it easier to trace the order if it is missed or to determine why the beverages was rancid if consumers complain. The brand name gives the seller the opportuni9ty to attract a loyal and profitable set of consumers. This create brand loyalty to sellers thereby ensuring protection from competition and greater control in planning their marketing mix. It also makes it possible for a company to create a preferential demand for their products in a class of products.
With these one can see that beverages distributors want brand names as a means of making their product easier to handle, identifying suppliers holding production to certain quality standards and increasing buying preference. And consumers want brand names to help them identify quality difference and shop more efficiently.
Looking at the purchasing of the brand of beverage; most consumers that belong to the peasant group always go for the locally processed beverage because they fill it is the cheapest brand that money can buy.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
1.1 Background of the study
1.2 Statement of the study
1.3 Purpose of the study
1.4 Scope of the study
1.5 Significance of the study
1.6 Research questions
1.7 Definitions of terms
CHAPTER TWO
2.1 Review of related literature
2.2 The definition and concept of branding
2.3 The significance of branding
2.4 Reasons for effective brand preference
2.5 Consumer behaviour in relation to brand
2.6 Preference consumer modeling
CHAPTER THREE
Research Methodology
3.1 Sources of data
3.2 Population of the study
3.3 Sample side determination
3.4 Analysis and interpretation of findings
CHAPTER FOUR
4.1 Summary of finding
4.2 Conclusion
4.3 Recommendation
Appendix
Bibliography