CONSUMER BRAND PREEERRENCE AND THE PURCHASE OF BEVERAGES (STUDY OF MILO IN UMUAIIIA NORTH)

ABSTRACT

This research on consumer brand preference and the purchase of beverage, the study of Milo is a very crucial study for the consumer's in Umuahia north in Abia State. The general objective is to examine consumer brand preference and the purchase of beverages. Specific objective of this study (1) to examine the impact of brand awareness of the consumer purchasing of a product (2) to determine the effect of price on consumer attitude towards purchase of products, (3) to access the extent to which quality of a product influences consumer demand for a product. To solve the research problem, primary data were collected. The research instrument used in collecting data was questionnaire. The sample size was 287 and the study area was Umuahia north which has a population of 359,230 according to 2006 Nigeria census. In organizing and presenting data collected, tables frequencies and percentages were used. The various hypothesis and interpretation grave the following findings. Majority of consumers said that brand has significant impact on consumer demand for product, that price has a significant effect on consumers attitude towards purchase of products. That quality of products has a significant influence on consumers demand for a product. Based on the findings of this result, the following recommendations were made: companies should insure that brand awareness is created to enable consumers to prefer their brand to other brands, companies should make price of their product affordable to enable consumers purchase their product against other company's product, companies should always maintain or improve in the quality to enable the consumer to make repeat purchases and also become loyal to the brand.

TABLE OF CONTENT 

Cover page

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgements ﾿ v

Table of contents ﾿ vi

List of tables ﾿ viii

Abstract ﾿ x

CHAPTER ONE: 

INTRODUCTION

1.1 ﾿ Background of Study ﾿ 1

1.2 ﾿ Statement of Problems ﾿ 4

1.3 ﾿ Objectives of the Study ﾿ 5

1.4 ﾿ Research Questions ﾿ 5

1.5    Research Hypotheses ﾿ 5

1.6 ﾿ Significance of the Study ﾿ 6

1.7 ﾿ Scope of Study ﾿ 6

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1    Conceptual Framework ﾿ 7

2.1.1 ﾿ Brand/ Branding ﾿ 7

2.1.2 ﾿ Consumer Behaviour ﾿ 13

2.1 3    Effect of Branding on Consumer Behaviour ﾿ 20

2.14     Effect of Price on Consumer Behaviour ﾿ 28

2.1.5    Effect of Quality on Consumer Behaviour ﾿ 31

2.2      Theoretical Framework ﾿ 32

2.3      Empirical Review ﾿ 34

2.4     Summary of Related Studies ﾿ 39

CHAPTER THREE

RESEARCH METHODOLOGY

3.1    Research Design ﾿ 40

3.2.1   Source of Data ﾿ 40

3.3 ﾿ Primary Source of Data ﾿ 40

3.4 ﾿ Collection of Data ﾿ 40

3.5 ﾿ Design and Administration of Questionnaires ﾿ 40

3.6 ﾿ Population Determination ﾿ 41

3.7    Operational Measures of Variables ﾿ 41

3.8 ﾿ validity of instrument ﾿ 42

3.9 ﾿ Reliability of Instrument ﾿ 43

3.10 ﾿ Model specification ﾿ 43

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 ﾿ Test of Hypothesis ﾿ 62

4.2 ﾿ Test of Hypothesis One ﾿ 63

4.2.1 Statement of Hypothesis One ﾿ 63

4.3 ﾿ Test of hypothesis two ﾿ 65

4.4 ﾿ Test of hypothesis three ﾿ 67

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATION

5.1 ﾿ Summary of Findings. ﾿ 69

5.2 ﾿ Conclusion ﾿ 69

5.3 ﾿ Recommendations ﾿ 70

References ﾿ 71