Analysis Of Consumer Purchase Behaviour Towards Selected Beverages (Soft Drinks) Pepsi Brand In Port-Harcourt Metropolis Of Rivers State, Nigeria.:- Obaji ifeoma .j.

ABSTRACT

The study examines consumers’ purchase behaviour towards selected beverages (soft drinks) Pepsi brand in the metropolis of Port-Harcourt City, Rivers State.10 areas were selected for the study and 10 consumers were selected from each of the areas, making a total of one hundred (100) respondents. The instrument used to collect the relevant data was structured questionnaire. Descriptive statistics such as frequency and percentages were used to examine the socio economic characteristics of the respondents, while binary logit was used to determine the factors influencing the purchasing behaviour and the differences in the consumption of the selected beverages (soft drinks) Pepsi brand. It was found out that the age, educational attainment, household size, monthly income, monthly expenditure on consumption of Pepsi product influenced the consumer purchase behaviour of selected beverages (soft drinks) Pepsi brand. It was recommended that educational attainment of the respondents should be improved upon; while the product quality and price should be maintained and also improved upon.