Customer Brand Preference Of Different Brands Of Cement (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, M (2020). Customer Brand Preference Of Different Brands Of Cement (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-study-of-cement-users-in-abia-state
MOUAU/12/24523, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (Study Of Cement Users In Abia State)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 25 Jun. 2020, https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-study-of-cement-users-in-abia-state. Accessed 23 Dec. 2024.
MOUAU/12/24523, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (Study Of Cement Users In Abia State)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 25 Jun. 2020. Web. 23 Dec. 2024. < https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-study-of-cement-users-in-abia-state >.
MOUAU/12/24523, OMENIHU. "Customer Brand Preference Of Different Brands Of Cement (Study Of Cement Users In Abia State)" Repository.mouau.edu.ng (2020). Accessed 23 Dec. 2024. https://repository.mouau.edu.ng/work/view/customer-brand-preference-of-different-brands-of-cement-study-of-cement-users-in-abia-state