Comparative Analysis Of Consumer Preference For Different Beer Brands In Umuahia :- Segun Fagbenja

ABSTRACT

This study aimed at highlighten the "comparative analysis of consumer preference for different beer brands. The problem identified the variable that excerts the greatest influence on the consumer preferences for one brand of beer over the other. Therefore, the major objective was to find out the identify brand of beer that would be preferred when comparing “ store and "33" layer beer. The methodology used in the collection of data were both, primary and secondary data. Interviews, observations, and questionnaire that were used as instrument of data collection. A sample size of three hundred and ten-(310). The researcher stronly recommends that brewers should stress high quality standard in all their offering to consumers.They should also monitor the effects of other productvcharacteristics that will help consumers distinguish their brand from other competing brands. Brewers are therefore, advised to always monitor the activities of their competitors, especially their major competitors in order to be informed about' their latest strategy on price.the result of this study shows that majority of beer consumer's in the four section of Nigeria know about the availability of beer brands through advertisement on nthe television.