Customer Brand Preference Of Different Brands Of Cement (A Study Of Cement Users In Abia State)
ABSTRACT
Consumers brand
preference represents a fundamental step in understanding consumer choices. A
deeper understanding of such preference dynamics can help managers' better
design marketing program and build a long term relationship with consumers.
This study assessed consumer brand preference of different brands of cement in
Abia state. The objective of this study is to determine the factors influencing
customer brand preference of different brands of cement taking into
consideration the price, quality, durability, availability and other attributes
of the different brands of the product. The research design used descriptive
research method alongside the survey approach, The sample size for this study
is 368, it was determined using the topman formula. The research found out that
price is a mediating factor in customer brand preference and other factors such
as availability, proximity, quality and other attributes of the product such as
instant drying do not have any significant relationship with customers brand
preference. The study recommends - that less emphasis should be made on availability
and instant drying attribute, attention should be made on price but frequent
changes should be avoided, a standard price fixing can be used.
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OMENIHU, C (2021). Customer Brand Preference Of Different Brands Of Cement (A Study Of Cement Users In Abia State). Repository.mouau.edu.ng: Retrieved Dec 23, 2024, from https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-a-study-of-cement-users-in-abia-state-7-2
CHIJINDU, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (A Study Of Cement Users In Abia State)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 17 Nov. 2021, https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-a-study-of-cement-users-in-abia-state-7-2. Accessed 23 Dec. 2024.
CHIJINDU, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (A Study Of Cement Users In Abia State)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 17 Nov. 2021. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-a-study-of-cement-users-in-abia-state-7-2 >.
CHIJINDU, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (A Study Of Cement Users In Abia State)" Repository.mouau.edu.ng (2021). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-a-study-of-cement-users-in-abia-state-7-2