Abstract

The study focused on the effect ofprice on consumer patronage ofsoft drinks (A study of 7up bottling company Aba Abia State). The specific objectives are to ascertain the effect ofprice on consumer repeat purchase ofsoft drinks in Aba, to examine the effect ofprice on consumer frequency ofpurchase ofsoft drink in Aba, to determine the effect ofprice on volume purchase of soft drink in Aba. to evaluate the effect ofprice on brand switching ofsoft drinks in Aba, and to determine the relationship between price and consumer patronage ofsoft drinks in Aba. The research design adopted was descriptive research design and it shows in detailed the plan how the researcher intend to carry out the study according to the research question and hypotheses stated in chapter one in other to achieve the research objectives. The population of the study comprised ofstaffand customers ofsoft drink seven up bottling company in Aba Abia State. The population therefore involves entire population which is 220660 according to (NPC, 2006). The study adopted a well-recognized and acceptable formular called Taro Yamane to determine the sample size which is one hundred and thirty three (399). The study made used ofprimary source of data which involve distribution of questionnaire to the respondents to enable them express theirfeelings as regards the products offer by thefirm. The study adopted correlation coefficient and ANOVA analyses of varience to analyze the stated hypotheses, empirical results the study revealed that there is positive and significant relationship between Price (0.031) consumer's repeat purchase ofsoft drinks in Aba, there is positive and significant relationship between Price (0.011) and consumerfrequency ofpurchase ofsoft drinks in Aba, there is a significant different between price (0.017) and the volume ofpurchase ofsoft drink in Aba Abia State, there is a significant different between price (0.001) and brand switching ofsoft drink consumers in Aba Abia State while there is positive and significant relationship between price -(0.004) and consumerpatronage ofsoft drinks in Aba. It was recommended that management ofthe selected soft drink firm to take into cognizance the prices of it product because consumer react to the prices of goods irrespective of the quality and also there is need for sellers to set the prices according to the forces ofdemand and supply in other to induces consumer repeat purchase for soft drinks.