ABSTRACT

Consumers are regarded as king who have the power to determine the success or otherwise of a product The major problem is whether the consumer is still exercising the power or not. The purpose of this study. Is to determine why consumers prefer one brand of competitive product to others. It also tested some hypothesis. Data collection for this work was done through the use of questionnaire. Personal interview and the test. Tables were also used to present, classify and convey reasonable choice questions. The population of the study was (240) two hundred and forty while the sample size is 150 made of management of the company and customers was used. Major findings made were that consumers prefer branded products to unbranded ones; branding encourages repeat purchases; and branding ultimately increases sales. The researcher recommended that the brand name have to be expressed/exposed extensively so that potential customers could be sure of what they want and to relate to the products quality to the manufacturers co-operate as is reflected in the brands they carry.

TABLE OF CONTENTS

Certification ii

Dedication iii

Acknowledgements iv

Table of Contents v

List of Tables viii

List of Figures ix

Abstract x

CHAPTER ONE

1.0 Introduction 1

1.1 Aim 3

1.2 Objectives 3

CHAPTER TWO

2.0 Literature review

CHAPTER THREE

3.0 Materials and methods 15

CHAPTER FOUR

4.0 Results

CHAPTER FIVE

5.0 Discussion and Conclusion

5.1 Discussion

5.2 Conclusion

REFERENCES

APPENDIX