The research was on Consumer Brand Preference in the purchase of Beverage in
The objective of the study or research was:
To find out why the foreign processed brand is preferred and the problems
militating against it.
To ascertain why the less privilege go for the locally processed brands.
To find out why people trade on the foreign brands in spite 0of the low prices
of the local beverage.
To find out the factors responsible for the poor processing of beverage by the
To find the possible situation on how to bridge the purchasing gap between the
locally processed beverage and the foreign processed brand of beverage.
Having collected, arranged and analyzed the data, we are now left
with the issue of summarizing the findings based on the various interviews
The study shows that the consumer is affected by various variables which
gives rise to brand preference; examples are behavioral determinant, price of
product, and culture and brand availability of product.
The study shows that the producers of the local beverage have identifies that
their brand are not up to standard when compared with f0oreign beverage and
this is due to the fact that they are not adequately funded. Most of the
respondents on the other hand indicated that the producers are being mythical
in their production and packaging by adding stones and creating an unpleasant
taste for their products. This shows how myopic the producers are about
their market share., the producers have not realized that they are in the
business of providing for a large market and the foreign producers who are also
their competitors are providing these same products.
The findings also revealed that the producers do not advertise. This may
be due to the fact that they have to protect the image of their company and
attract more consumers. The producers should understand that advertising
helps to build a strong demand for their product and that the building of brand
recognition are accomplished when the product is finally accepted.
It was also learnt that the producers believe that their problem is finance
which has resulted in their small scale of production and poor production but
they forget that people are ready to pay more for better products provided
their needs are satisfied. With these, their unethical practices should
be stopped and at least make do with their present capital wisely.
The finding also reveal that the producers are not aware of the importance of
market research, they revealed that their inability to carry out the research
was due limited resources available to them.
The finding shows that price gives, rise to brand preference. The
information, from the data show that so much is left to be expected from the
producers of local beverage. There is hope that this situation may change
in the future. The producers should apply measures of refinement to
satisfy consumers needs in order to survive their bleak future.
Producers therefore must be must be customer oriented to succeed. This
concept places the consumers of beverage at the center of organizational
planning to satisfy their needs and wants. As greater turnovers create
TABLE OF CONTENTS
Background of the
Statement of the
Purpose of the
Scope of the
Significance of the
Review of related
The definition and concept of
The significance of
Reasons for effective brand
Consumer behaviour in relation to
Population of the
Analysis and interpretation of
1.1 BACKGROUND OF THE STUDY
This study is more concern on the CONSUMER
BRAND PREFERENCE IN THE PURCHASE OF BEVERAGES IN ENUGU METROPOLIS.
Rightly, from the time immemorial, there had been several cases of the purchase
of different brand of beverages consumption either domestically or for
Consumer brand preference in the purchase of beverage is simply the procurrent
of different brand of beverages in the relation to their choices in the highest
Based on the study we shall focus on the various brands of beverage purchased
by consumers which are divided into two groups:-
The locally processed and
foreign processed ones:
Conversely, under the locally
processed ones. We have the popularly known Lulu Juice, Soya milk, Zobo
drink and some of the foreign beverage, coca cola soft drink, Heineken beer,
Eva wine most importantly, the manners in which consumers behave towards the
purchase of these aforementioned brands determine their taste, which is
backed-p by their level of income. With this, one may ask why do sellers
prefer to brand their products and the meaning of branding. Branding is
the name, term, sign, symbol or design or a combination of them, intended to
identify the goods or services of ones sellers or group of sellers and to differentiate
them from those competitors.
Today, branding is such a strong force that hardly anything goes
unbranded. Beverage is branded with separate brand names from the
producer for the following reasons: Brand name makes it easier for the seller
to process order and track down problems. Furthermore, the seller finds
it easier to trace the order if it is missed or to determine why the beverages
was rancid if consumers complain. The brand name gives the seller the
opportuni9ty to attract a loyal and profitable set of consumers. This
create brand loyalty to sellers thereby ensuring protection from competition
and greater control in planning their marketing mix. It also makes it
possible for a company to create a preferential demand for their products in a
class of products.
With these one can see that beverages distributors want brand names as a means
of making their product easier to handle, identifying suppliers holding
production to certain quality standards and increasing buying preference.
And consumers want brand names to help them identify quality difference and
shop more efficiently.
Looking at the purchasing of the brand of beverage; most consumers that belong
to the peasant group always go for the locally processed beverage because they
fill it is the cheapest brand that money can buy.
1.2 STATEMENT OF THE PROBLEM
Majority of the consumers of beverage in Enugu Metropolis go for the locally
processed beverage because it has been recently find out by researchers that
the locally processed beverage e.g. Soya milk contain high protein which is
very good for the body system and contains low sugar substance than the foreign
beverage e.g. cocoa. Also doctors recommend the locally beverage to people
that are lacking vitamin and cant buy those expenses drugs or vitamins table of
beverage over another thereby given rise to prior choice.
BRAND – A name of trademark
used to identify a product.
CONSUMERS – One who uses
economic goods or services.
UNETHICAL PRACTICES – The
application of ethics and unsound business practices and an unconscious
BRIDGE THE PURCHASE – Effort
aimed at Channeling ideas properly towards.
This research puts us in a position to rectify why the locally
processed brand is preferred and the problems militating against it:
To ascertain why the less un-enlighten goes for the foreign processed brands
To find out why people trade on the foreign brands in spite of the low prices
of the local beverage.
To find out the factors responsible for poor processing of beverage by this
To find out possible solutions on how to bridge the purchasing gap between the
locally processed beverage and the foreign processed rand of beverage.
SIGNIFICANCE OF THE STUDY
Over the years there has been inequality
in the consumer brand preference in the purchase of beverage. This study
shall enable use to sort out the factors responsible for this trend.
So, the study will be great benefit to the marketers, processors and in
particular the consumers.
Finally, it is hoped that thus research work will be helpful to new processors
an sellers so that they might know the reigning brand and how to improve on the
low grade ones. So as to bridge the inequality gap among various brand.
Sometimes, the producers usually maximize profit by adding more water to the
beverage, which is an unethical practice. Then back to the exotic brands
the reverse is the case and most consumers go for these brands because they
fell its more hygienic compare to the locally made product due to the level of
civilization both the poor and rich go for the foreign beverage.
Now, in Enugu metropolis, the purchase of foreign beverage has risen
tremendously because one can seldom find locally sell it most in the
campus. And we are posed with the issue of the variable that affect the
low consumption of locally processed beverage in Enugu metropolis.
i. Which brand of beverage is mostly preferred by
consumer in Enugu Metropolis?
What factors do consumers of beverage consider when buying a particular brand?
Does brand name influence or determine brand preference of beverage?
Does personality affect the brand preference of beverage?
What can be alone to improve the quality or test of the locally processed
DEFINITION OF TERMS
Preference – the choice of one brand.
TERMS AND CONDITIONS APPLY
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