CONSUMER BRAND PREFERENCE IN THE PURCHASE OF BEVERAGE IN ENUGU METROPOLIS

By

ENYIOKO FESTUS E. AND GROUP MEMBERS

Presented To

Department of Marketing

    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.

Title page                                        ii
Approval page                                    iii
Dedication                                        iv
Acknowledgement                                    v
Abstract                                        vi
Table of content                                    ix
CHAPTER ONE
1.1    Background of the study                            1
1.2    Statement of the study                            3
1.3    Purpose of the study                            4
1.4    Scope of the study                                5
1.5    Significance of the study                            5
1.6    Research questions                                7
1.7    Definitions of terms                            7

CHAPTER TWO    
2.1    Review of related literature                        8
2.2    The definition and concept of branding                12
2.3    The significance of branding                        14    
2.4    Reasons for effective brand preference                16
2.5    Consumer behaviour in relation to brand                18
2.6    Preference consumer modeling                        23

CHAPTER THREE
Research Methodology                                30
3.1    Sources of data                                30
3.2    Population of the study                            31
3.3    Sample side determination                        32
3.4    Analysis and interpretation of findings                33

CHAPTER FOUR                                
4.1    Summary of finding                            41
4.2    Conclusion                                     43
4.3    Recommendation                                 44
Appendix                                    46
    Bibliography                                50