This research work is “An Indept study on the
Brand Switching Behavour of Malta Drink Consumers” This study tends to
establish the impact of the marketing mix on the brand switching behavour of
malta drinks, determine. The factors that promote brand switching among
malta drinks consumers and discover the relative strengths of the various
brands enerated for this study with the selected areas. Based in the
objectives of the study two hypothesis were formulated. The population of
the study were drawn from the consumers and retailers of malta drinks in
Engu. Bourleys formular was employed to determine the simple
size. Questionnaire were used to elicit data respondents simple
tables and percentages were used to analyzed data. Based on the analysis
availability or unavailability of malt drink brand and desire for now
experience to taste something different. Therefore, manufacturers should
embark on an expensive and critical in house assessment of their distributional
strength because there is a significant relationship between price changes or
difference in malta drink brands and consumers brand switching.
TABLE OF CONTENTS
1.1 Background to the
1.2 Statement of the
1.3 Objective of the
1.5 Research Hypothesis
1.6 Significance of the
1.7 Scope of the study
1.8 Definition of
Review of Related Literature
Meaning of Consumer Behaviour
2.1 An overview of Branding
2.2 Consumer Responses to Branding
2.3 Nature of brand switching
2.4 Factors Influencing Brand Switching
2.5 Model Of Brand Switching
2.6 Reasons for Brand Switching
2.7 Malta drinksbrand switching in
2.8 Definition of consumer
2.9 Factors influencing consumer
Research Design and Methodology
3.1 Research Design
3.2 Sources of
3.3 Area of The Study
3.4 Population of the Study
3.5 Method of Data Treatment and Analysis
3.6 Research Instrument Used
3.7 Validity/Reliability of Responses
Data Presentation Analysis and Interpretation
4.1 Presentation, Analysis and
4.2 Testing of
Discussion of Findings, Recommendation and Conclusion
5.1 Summary of Findings
1.1 BACKGROUND TO THE STUDY
switching is the consumers decision to purchase a product of a brand different
from that previously or usually purchase. Brand switching is when a
consumer or group of consumers switches their allegiance from one brand of a
certain type of product to another. This brand switching may be
temporary, or it may be long lasting.
Sometimes known as
brand jumping, brand switching is the process of choosing to switch from
routine use of an product or brand to steady usage of a different but similar
Brand switching is the
most common with products that have no great perceived variation in quality
across brands such as bottled water, dairy products, or paper towels etc.
Brand switching takes place most commonly by price promotions, in-store
displays, superior availability, perceived improvements or innovations in
competitive brands, desire for novelty, number fo available brands, perceived
risk, frequency of purchase, changes in quality, or level of satisfaction with
the most recent purchase.
It is possible to
research when consumer in a marketplace determine their attitude to brands and
their likehood to switch from a brand they are using at the moment, and in
particular to which other brand the might switch. This allows the
building of a picture of likely brand switching behavour. If consumers
propensity to switch is known, the market can be modeled to indicate future
market share. Such modeling could also indicate the relative positioning
of the competing brands.
The chartered institute of marketing (1984) in England defines
marketing as “ the management process responsible for identifying, anticipating
and satisfying customer requirement profitable.
American marketing association (1960:1) also defined marketing as
“the performance of business activities that direct the flow of goods and
services to the consumers or users. In other words, all activities that are
undertaken to facilitate the flow of goods and services come under marketing.
According to Nwaizuggo (2004:8) modern marketing concept is built on three
(i) Consumer satisfaction
(ii) Profitable sales volume
(iii) Integrated marketing
This means that consumers satisfaction must be at the centre of
any business motive. The central aim of modern
marketing is all about ensuring the
consumer satisfaction and also to ensure that
consumers always continue to patronize the
The American marketing
association defines branding as a name, term,
sign, symbol, or design, or a combination of them
intended to identify the goods or a services
of one seller or group of sellers
and to differentiate them from those of
competitors. Oxford Advanced Learner’s Dictionary
(2006: 170) defined branding as the
activity of giving a particular name and
image to goods and services so that people will
be attracted to them a tool of marketing
used for the purpose of product
identification among other uses.
Branding is also to win
consumers brand loyalty.
Brand name is the name given
to a product by the company that produces
it and this enable the consumers to
easily identify the products. Modern
marketing is facing a lot of challenges which
includes growing affluence and change in
the tast of consumers coupled with the
drift of market from a monopolistic
structure to that of a near perfect
competition consumer now have lots of
products alternative to choose from. The result
is a gradual elimination of the “concept called
“Brand Loyalty” and the emergency of
a new idea called “Brand Switching”.
switching is the act of discontinuing the
purchases of a product brand in favour
of another brand. The marketing concept and Nigerian market
structure (perfect competition or rather monopolistic) brought about product
multiplicity in Nigeria. Lots of product
close substitutes now exist an consumers are
now dangling like pendulum from one product
brand to another.
switching has taken its toll on the soft drink market in Nigeria.
For instance, we have malta drinks brands such
as Amstle Malta, Guinness Malt, Hi-malt and Grand Malt and many
more. A further study shows also that
consumers but switch from one brand to
implies that the malta drinks, marketers have been
battling seriously on how to over
come this trend . Given the above, the aim
of the research is to carryout a research
into the causative favours of soft drinks.
guide marketers against being vulnerable to
brand switching behavioiur of consumers.
1.2 STATEMENT OF THE PROBLEM
Kotler and Keller (2006:193), define
consumer behaviour as the study of how individuals, groups
and organization select, buy, use and dispose, of goods,
services, ideas, or experiences to satisfy
their needs and wants.
Schiffman and Kanuk (2007: 3) Defined
consumer behaviour as the behaviour that
consumers display in searching for, purchasing,
sing, evaluating and disposing of products and
services that they expect will satisfy their needs
their behaiour are focused on how
individuals make decisions to spend their available
resources (time, money, effort) on consumption
related items. That in includes what they buy, why they buy
it, where they buy it, how often they buy it, how
they evaluate it after the purchase , the impact of
such evaluations on future purchases and
how they dispose of it. To major psychological
disciplines com into play when observing and try in to explain
consumer behaviour. The first cognitive psychology. Cognitive
psychology is the study of all knowledge related (mental) behaviours and
they are as follows: attention, perception, memory, comprehension
and decision making and they play an important
role in consumer behaviour.
psychological discipline that has theories
to explain certain phenomenon is “`The
study of the manner in which the personality,
attitudes, motivation behaviour of individuals
influence and influences by social groups (Britaninnica Online)
and social influence and reference groups links
are two important topics studied in
social psychology that have an important impact
on consumer beaviour. However,
limited problem solving is that bevaiour
exhibited by a consumer, who is
deciding to try a new brand, responds
to emotional or environmental appeal such as
the point of purchase display and this
situation gives impetus to consumer exhibition of brand switching behaviour.
Emotional appeal has not been the only stimuli responsible for
brand switching. The response of consumers to other marketing mix stimuli
such as the pricing of the various brands distributional strategy, product
design availability of product, and quality may also give rise to brand switch
Given the afore
mentioned facts, the main problem of this study is to
i. Make an inquest or determine the factors or
variables that give rise to brand switching among consumers of malta drinks.
ii. To ascertain the implications of brand switching
behaviour of consumers on marketing strategies employed by manufacturers of
iii. To Inquire into how the marketing mix such as
price, product design and quality, distribution and promotion influence consumers
of soft drink of switch into another brand.
1.3 OBJECTIVES OF THE STUDY
It is quiet unfortunate that no marketer can afford to stay relaxed when its
products are loosing its market share to competitors especially in a free
market economy like ours. Given this, the prime objective of this study
therefore is to:
1. To establish the impact of the marketing mix on
the brand switching behaviour of malta drinks consumers.
2. To determine the factors that promote
brand switching among malta drinks consumers
3. To discover the relative strengths of the
various brands enumerated for this study within a specified market.
4. To ascertain the effect of brand switching
by consumers on the rate of consumption of different brands within the market
1.4 RESEARCH QUESTIONS
of the impact of brand switching bahevour of malta drinks is important?
promote brand switching?
strengths are effective in the market for various brand?
of brand switching by consumers on the rate of consumption of different brands
within the market?
1.5 RESEARCH HYPOTHESES
the purpose of a clear result, the following hypothesis have been drawn and
will be tested:-
switching of soft drink brand is not
significantly influenced by price differences
H1: Consumers switching of soft drink brand is
significantly influenced by price differences
Availability of soft drink distributional efficiency does not constitute a
major factor in consumer soft drink brand switching.
H1: Availability of malta drinks distributional
efficiency constitutes a major factor in consumer soft drink brand switching.
1.5 SIGNIFICANCE OF THE STUDY
The following are the significance of the study:
- It will enable producers
(marketers) to identify brand switching causative factor among consumers
- It will go further to buttress
the inevitable role of consumers and general market research in the new
- It will help brand owners to
develop marketing strategies which will enable them reduce the impact of brand
switching on their product line.
Also the researcher hopes that the study would be relevant to
other consumer goods marketers engaged in competition with producers of close
substitute such as cosmetics and beverages.
TERMS AND CONDITIONS APPLY
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