IN THIS RESEARCH PAPER
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Research Questions and Hypothesis
- Questionnaires
- References Style: APA
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DOWNLOAD COMPLETE RESEARCH MATERIAL NOW! NGN3,000ABSTRACT:
This study explores consumer brand preferences in the purchase of beverages within Enugu Metropolis, focusing on locally processed versus foreign brands. The objectives include identifying factors influencing consumer choices, such as behavioral determinants, price sensitivity, and product quality. The study also examines challenges faced by local beverage producers, including inadequate funding, poor product standardization, and limited advertising efforts. Using a combination of questionnaires, interviews, and observations, data were gathered from consumers, sellers, and producers. Findings reveal that local beverages, such as soya milk and zobo, appeal to cost-sensitive consumers but suffer from negative perceptions regarding quality and packaging. Conversely, foreign brands dominate the market due to superior refinement, better marketing strategies, and brand loyalty. The study also highlights the critical role of advertising in shaping consumer perceptions and the importance of conducting market research to align products with consumer needs. The research underscores the necessity for local producers to adopt better production standards, improve packaging, and engage in aggressive promotional campaigns to remain competitive. These measures could bridge the purchasing gap between local and foreign brands, ultimately boosting local market share and consumer satisfaction. The study concludes with recommendations to enhance local brand competitiveness through targeted investments and strategic marketing initiatives.
Keywords: Consumer behavior, brand preference, local beverages, foreign beverages, price sensitivity, marketing strategies, product quality
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TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgement
Abstract
Table of content
CHAPTER ONE
Background of the study
Statement of the study
Purpose of the study
Scope of the study
Significance of the study
Research questions
Definitions of terms
CHAPTER TWO
Review of related literature
The definition and concept of branding
The significance of branding
Reasons for effective brand preference
Consumer behaviour in relation to brand
Preference consumer modeling
CHAPTER THREE
Research Methodology
Sources of data
Population of the study
Sample side determination
Analysis and interpretation of findings
CHAPTER FOUR
Summary of finding
Conclusion
Recommendation
Appendix
Bibliography