Consumer Brand Preference In The Purchase Of Beverage

(A Case Study Of Enugu Metropolis)

5 Chapters
|
73 Pages
|
7,769 Words

Consumer brand preference in the purchase of beverages is a nuanced phenomenon shaped by a myriad of factors, encompassing taste, quality, marketing strategies, and individual preferences. The intricate interplay between these elements cultivates a dynamic landscape where consumers navigate their choices. Beverage brands employ diverse marketing approaches, leveraging elements such as packaging aesthetics, advertising, and social media presence to influence consumer perceptions. Taste, a fundamental determinant, often intertwines with cultural influences, creating a tapestry of flavor preferences. Quality, synonymous with reliability, is a cornerstone, fostering trust and loyalty. The evolving landscape of consumer choices mirrors the dynamic nature of the beverage industry, where innovation and adaptability become linchpins for success. Consequently, understanding and adapting to these multifaceted dynamics are imperative for beverage brands aiming to thrive in a competitive market.

ABSTRACT

The research was on Consumer Brand Preference in the purchase of Beverage in Enugu Metropolis.
The objective of the study or research was:
i. To find out why the foreign processed brand is preferred and the problems militating against it.
ii. To ascertain why the less privilege go for the locally processed brands.
iii. To find out why people trade on the foreign brands in spite 0of the low prices of the local beverage.
iv. To find out the factors responsible for the poor processing of beverage by the local processors.
v. To find the possible situation on how to bridge the purchasing gap between the locally processed beverage and the foreign processed brand of beverage.

TABLE OF CONTENT

Title Page
Approval Page
Dedication
Acknowledgement
Abstract
Table Of Content

Chapter One
1.1 Background Of The Study

1.2 Statement Of The Study
1.3 Purpose Of The Study
1.4 Scope Of The Study
1.5 Significance Of The Study
1.6 Research Questions
1.7 Definitions Of Terms

Chapter Two
2.1 Review Of Related Literature

2.2 The Definition And Concept Of Branding
2.3 The Significance Of Branding
2.4 Reasons For Effective Brand Preference
2.5 Consumer Behaviour In Relation To Brand
2.6 Preference Consumer Modeling

Chapter Three
3.0 Research Methodology

3.1 Sources Of Data
3.2 Population Of The Study
3.3 Sample Side Determination
3.4 Analysis And Interpretation Of Findings

Chapter Four
4.1 Summary Of Finding

4.2 Conclusion
4.3 Recommendation
Appendix
Bibliography

CHAPTER ONE

INTRODUCTION
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 commenced purpose.
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 order.
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 actions.
BRIDGE THE PURCHASE – Effort aimed at Channeling ideas properly towards.

1.3 PURPOSE OF STUDY
This research puts us in a position to rectify why the locally processed brand is preferred and the problems militating against it:
i. To ascertain why the less un-enlighten goes for the foreign processed brands
ii. To find out why people trade on the foreign brands in spite of the low prices of the local beverage.
iii. To find out the factors responsible for poor processing of beverage by this local processors.
iv. To find out possible solutions on how to bridge the purchasing gap between the locally processed beverage and the foreign processed brand of beverage.

1.4 SCOPE AND LIMITATION OF THE STUDY
The scope of this study is focused on the consumers beverage in Enugu metropolis. But due to some humiliation that hindered the adequate research work, such as:
a. Insufficient literatures related to the consumer brand preference in the purchase of beverage are not available. Instead the research used books of different authors in reviewing consumer behaviour.
b. Finance to carryout the necessary work and time limit caused but eh short academic year.
c. The problem of collecting data in current statistics on brand preference in the purchase of beverage and libraries complain about lack of information.
d. Meeting an appropriate processors and willing consumers posed a problem.

1.5 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.

1.6 RESEARCH QUESTIONS
i. Which brand of beverage is mostly preferred by consumer in Enugu Metropolis?
ii. What factors do consumers of beverage consider when buying a particular brand?
iii. Does brand name influence or determine brand preference of beverage?
iv. Does personality affect the brand preference of beverage?
v. What can be alone to improve the quality or test of the locally processed beverage?

1.7 DEFINITION OF TERMS
Preference – the choice of one brand.

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Consumer Brand Preference In The Purchase Of Beverage:

Consumer brand preference in the purchase of beverages is influenced by a variety of factors. Understanding these factors can be crucial for beverage companies to effectively market their products and build brand loyalty. Here are some key factors that influence consumer brand preference in the beverage industry:

  1. Taste and Quality: One of the primary factors influencing brand preference in beverages is taste and perceived quality. Consumers tend to prefer brands that consistently deliver a taste and quality they enjoy.
  2. Price: Price is often a significant consideration for consumers. Some may be willing to pay a premium for a well-established or premium brand, while others may opt for lower-priced alternatives.
  3. Brand Reputation: The reputation of a brand can strongly influence consumer preference. Brands that are known for their reliability, safety, and ethical practices tend to enjoy greater trust and preference among consumers.
  4. Marketing and Advertising: Effective marketing campaigns can shape consumer perceptions and preferences. Clever branding, advertising, and product positioning can make a significant difference.
  5. Product Variety: Offering a wide range of beverage options, such as different flavors or sizes, can attract a broader consumer base. Consumers like having choices that suit their preferences.
  6. Health and Nutrition: With a growing focus on health and wellness, consumers are increasingly looking for beverages that are perceived as healthy or have specific nutritional benefits. Brands that align with these trends can gain preference.
  7. Packaging and Presentation: Packaging plays a role in consumer preference. Attractive and convenient packaging can make a beverage more appealing and easier to choose.
  8. Word of Mouth and Reviews: Recommendations from friends, family, or online reviews can influence consumer decisions. Positive experiences shared by others can lead to brand preference.
  9. Cultural and Regional Factors: Cultural and regional preferences can have a significant impact on beverage choices. For example, certain beverages may be more popular in specific regions or during certain cultural events.
  10. Environmental and Social Responsibility: Brands that demonstrate a commitment to sustainability and social responsibility may attract consumers who are environmentally conscious or socially aware.
  11. Availability and Accessibility: The availability of a brand in local stores and its accessibility through various distribution channels can affect consumer preference. If a brand is readily available, consumers are more likely to choose it.
  12. Brand Loyalty Programs: Loyalty programs and incentives can encourage repeat purchases and brand loyalty. Many consumers are attracted to brands that offer rewards for their loyalty.
  13. Innovation: Brands that continually innovate and introduce new and unique products can capture the interest of consumers looking for something different.
  14. Personal Values and Beliefs: Some consumers may choose brands that align with their personal values and beliefs, whether that’s related to health, ethics, or other factors.
  15. Peer Influence: Peer pressure and influence from friends and social circles can impact brand preference, especially among younger consumers.

It’s important to note that these factors can vary depending on the type of beverage and the specific market segment. Successful beverage brands often conduct market research to understand their target audience’s preferences and tailor their marketing and product strategies accordingly. Additionally, building and maintaining a positive brand image and consistently delivering quality products are essential for long-term brand preference and loyalty in the beverage industry.