ABSTRACT

This research work was initiated to evaluate consumers' preferences for the consumption of selected beer brands in Aba metropolis, Abia State. The objective of the study was primarily aimed at examining the consumers' behavior in respect of their preferences for the consumption of selected beer brands. In terms of methodology, the research generated primarily data. The data were generated using questionnaire as the research instrument. The sample size, about three hundred and sixty (360) people respondents were interview. In terms of analysis Chi-square (x2) statistical tools were used to test the hypotheses for the study. The results of findings were made after a detailed analysis of the data generated. It was discovered that, the factors that influence consumers' preferences for beer brands do not have equal strength. Taste and alcoholic content were identified as the primary or core factors that influences consumers' preferences for beer while price were categorized as secondary brand choice influencing factor. Another finding was discovered that majority of beer consumers are mostly businessmen and students that are youths between the age limit of2l and 30 and they are low income earners. Beer parlor was also discovered as the most preferred and suitable place of buying and drinking of beer in Nigeria. The following recommendations were made on the study: First, it was recommended that, Beer brewers should strive to produce beer brand that have good taste and acceptable alcoholic content, since they are the major determinants of consumers' preference for beer brands. Another recommendation were that beer parlor which was claimed by consumers of beer as the most preferable place of buying and drinking beer should also be targeted in their middlemen, sales promotion with promo tool like point of purchase (POP). And finally, it was also recommended that beer industry should increase their marketing research activities to ident,i5' changing needs of the markets and to satisfy the needs.