ABSTRACT

This study will examine the analysis of customer satisfaction among consumers of non alcoholic beverage firm in Umuahia  metropolis in Abia state, Nigeria. There is an increase in the number of firms producing non alcoholic beverages in Nigeria. Due to the massive increase in the number of firms, there is persistent increase in the level of competition in the market. Customer satisfaction and quality of the non-alcoholic products will determine the competitive performance of the non-alcoholic beverage firms. A random sample of 50 non-alcoholic beverage were collected from Umuahia and Aba respectively, making a sample size of 100. 200 copies of well structured questionnaire will be used to collect the data. Descriptive statistics, regression analysis and correlation analysis will be used to achieve the objectieves and test the hypothesis. It is expected that customer satisfaction and quality of the non-alcoholic beverage have an effect on the competitive performance of the beverage firms. 

TABLE OF CONTENT

Title page i                                                      Declaration ii

Certification iii

Dedication iv

Acknowledgement v

Table of content vi

List of tables viii

Abstract ix

CHAPTER ONE

1.0 Introduction - - - - - - - - - 1

1.1   Background of the study - - - - - - - 1

1.2   Statement of the problem - - - - - - - 5

1.3   Objective of the study - - - - - - - 8

1.4   Research questions - - - - - - - - 9

1.5   Research hypothesis - - - - - - - - 10

1.6   Significance of the study - - - - - - - 10

1.7   Scope of the study - - - - - - - - 11

1.8   Limitations of the scope - - - - - - - 11

CHAPTER TWO

REVIEW OF LITERATURE

2.1   Customer satisfaction - - - - - - - 12

2.2   Service quality - - - - - - - - 17

2.3   Customer satisfaction  and  service quality - - - - 24

2.4   Conceptual framework - - - - - - - 32

2.5   The need for sustainable food and beverage production - - 34

2.6   Developing local food and beverage markets.- - - - - 35

2.7   Improving access to local foodstuff for beverage production - 36

CHAPTER THREE

RESEARCH METHODOLOGY

3.1   Area of study - - - - - - - - - 37

3.2   Population of the study - - - - - - - 38

3.3   Sample techniques - - - - - - - - 38

3.4   Sample size determination - - - - - - - 38

3.5   Data collection and instrument - - - - - - 39

3.6   Validity and reliability research instrument - - - - 39

3.7   Methods of data analysis - - - - - - - 39

3.8   Model specification - - - - - - - - 40

CHAPTER FOUR 

4.0   Data presentation and analysis - - - - - - 41

4.1    Response rate of  the  total questionnaire distributed - - - 41

4.2   The socio-economic profile of the non alcoholic beverage consumers 42

4.3   The level of consumer satisfaction with beverage products - - 45

4.4   The level of product quality of the non-alcoholic beverage consumers. 47

4.4.1The quality and satisfaction level of the consumers - - - 48

4.5   The relationship between product quality and satisfaction - - 59

4.6   The effect of quality, packaging, and price on consumer satisfaction of non-              

         Alcoholic beverage products - - - - - - 50

CHAPTER FIVE

5.0   Summary, conclusion and recommendation - - - - 52

5.1   Summary - - - - - - - - - 52

5.2   Conclusion - - - - - - - - - 53

5.3   Recommendation - - - - - - - - 54

        References

        Questionnaire