Customer Preferences For Different Brands Of Beer In Umuahia, Abia State

ABSTRACT

The research focus on the gap that exist in the level of customers brand preference and loyalty toward beer consumption. Consumer preference is seen as how customers select goods and services in relation to factors such as income and price of the goods the estimate of the linear model indicated that the factors that influences patronage are price, availability, quality, packaging, promotional strategies and peer group. The analysis shows that most of the respondents are male. Out of 100%, 79.9% are male while 20.01% are female. The recommendation made includes producer should advertise their product using peer group. Since peer group is found to be significant in the study. Beer producers who want to be in cutting edge of competition should develop more effective advertising programmes to increase the consumer preference for their brand of beer.