Brand Preference Among Consumers Of Beer In Umuahia Metropous, Nigeria (A Case Study Of Selected Brands)

ABSTRACT

work investigated brand preference among beer in Umuahia Metropolis. A self-rated interview and observation were used facilitate the research work and also as This research consumers of questionnaire, respectively to instruments for the study. Four (4) null hypotheses were formulated and tested for statistical significance using chisquare method. The results of the study show that many take a particular brand of beer like Heneiken because of its price and the promotional strategies used, while others take a particular brand of beer like Guiness stout because of its availability. Others take a particular brand of beer because of the name it has acquired in the market, natural likeness, stimulant for sexual relationship, influence by friends, psychological factors, social factors, cultural factors and religious factors etc. based on these findings, it was recommended that the breweries and the business organizations should consider the recommendations made towards the end of this research work