ABSTRACT

This research work was carried out on "Appraisal of Product Performance in the Brewery Industry' The scope of the study is within Enugu State Metropolis. This project will be carried out bearing in mind some of the following objectives; to determine the factors that influence the product performance in the market, to determine the effect of the product appraisal in the market, etc. The researcher made use of primary data supplied by consumers, distributors, personnel of Nigeria Breweries PLC extracted through questionnaire and secondary data from the company. The sample size for consumer i.e 100, 96, for personnel and 65 for distributors. The data collected was arranged in tables by putting them in frequencies and percentages. In testing the various hypotheses, Chi-square (X2) test was used at 5% level of significance. The researcher found out that the performance of Nigeria Brewery product is satisfactory, i.e, performance is as a result of taste and quality, brand name, sales effort and promotional activities, packaging and price etc, that star is profitable and commands 20% of the Beer market within Abakaliki, that consumers are ready to continue the consumption of Star Beer. Lastly, the researcher recommended that the price will be reduced to 80, that the management should go into production of smaller bottles that will contain about 33c1 and that the company should consider packaging their Beer in cans or other non-returnable so that consumers can take Nigeria Brewery along with them.