ABSTRACT

This research work tends to examine the "Evaluation Of Consumer Preference Among Star And 33° Larger Beer Consumers In Abia State. The main objective of the study was to determine the factors that influence consumer preference among Star and 33" larger Beer. However, the study also seeks to identify some specific objectives which are: identify brand of beer that would be preferred when comparing star and "33" lager beer. Determine the variable that influence beer consumers to prefer a particular brand to others. Determine the relative importance of these influencing variables. The area of this study was carried out in Ahia State. This research work was collected through the aid of a well structured questionnaire_ that was administered to traders, different correspondent, individual of various groups. The sample size was 320 which were computed through the simple regression analysis and correlation model. The researcher found out that quality in terms of taste was observed to the core as the most influencing factor of consumer's preference of beer in· the four sections of Nigeria. Based on these findings the researcher recommends that brewers should stress high quality standard in all their offering to consumers considering the four marketing mix variables, the product, price, place, ,and promotion.