CONSUMER PREFERENCE FOR MALTA - GUINESS, MALTINA AND VITA - MALT BRANDS OF MALT DRINKS, IN ENUGU URBAN

ABSTRACT

This research work was aimed at studding the major factors which determine
the consumer preference for Malt - Guiness, Maltina and Vitar Malt brands
of Malt drinks, using consumers in Enugu urban.

The study also examined how consumers respond to the various marketing
variables such as price, promotion, product, and place so as to verify
which tool to concentrate mostly by firms and executives who produces and
market Malt drinks.

To accomplish these, the researcher generated primary data. The data were
generated using questionnaire as the research instrument. The questionnaire
were administered to various consumers in Enugu urban.

After a detailed analysis of the data generated, it was discovered that
malt drinks consumption cuts across various age groups in Nigeria, and also
that business people and civil servant consume more than any other
professional groups in Nigeria. Other findings made from this study are
that malta guiness is the most preferred brand out of the six studied
brands. This was followed by maltina and vita - malt. Amistel malta has the
lowest consumer brand loyalty followed by Royal malt. Also, the study
showed that while quality and availability or place were accepted as major
factors which influence their preference of a particular brand by
consumers, promotion and price were regarded as having very insignificant
effect.

Following the above findings, the researcher made the following
recommendations.

First, it was recommended that more marketing efforts be directed to
business people and civil servant by malt drinks firms. Another
recommendation was that firms with low brand loyalty should re-examine
their products to improve their quality. Again, marketers of malt drinks
are advised to reduce their budget share to promotion and engage more in
product modification and development.

Finally, it was recommended that malt drink firms see their consumers as
price insensitive, but quality conscious which will enable them pay less
attention to price - cutting as an effective strategy.

TABLE OF CONTENTS

TITLE PAGE - - - - - - I

APPROVAL PAGE - - - - - II

DEDICATION - - - - - - III

ACKNOWLEDGEMENT - - - - IV

ABSTRACT - - - - - - V

TABLE OF CONTENTS - - - - - VI

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

1.2 Statement of problem

1.3 Research objective

1.4 Statement of hypothesis

1.5 Significance of the study

1.6 Scope of the study

1.7 Limitation of the study

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Consumers behaviour

2.2 The motivation theory

2.3 The learning theory

2.4 The Freudian psychoanalytic model

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Design of the study

3.2 Methods of investigation

3.3 Research instrument

3.4 Population for the study

3.5 Sample size procedure

3.6 Questionnaire allocation

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

4.1 Questionnaire distribution

4.2 Age distribution of respondents

4.3 Respondent by education qualification

4.4 Respondents by occupation

4.5 Quality as a factor for brand preference.

CHAPTER FIVE

SUMMARY OF FINDINGS, RECOMMENDATIONS, AND CONCLUSION

5.1 Summary of findings

5.2 Recommendations

5.3 Conclusion

Notes

Bibliography

Appendixes.