AN INDEPTH STUDY OF ON THE BRAND SWITCHING BEHAVIOR OF MALT DRINK CONSUMER IN ENUGU STATE FROM 2005 -2010

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ABSTRACT

This research work is “An Indept study on the Brand Switching Behavour of Malta Drink Consumers in Enugu from 2005 -2010” 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

Title Page

Approval Page

Dedication

Acknowledgement

Abstract

Table of Contents

List of Tables

CHAPTER ONE

1.0 Introduction

1.1 Background to the Study

1.2 Statement of the Problem

1.3 Objective of the Study

1.4 Research questions/ hypothesis

1.5 Significance of the Study

1.6 Scope of the study

1.7 Definition of Major Terms

CHAPTER TWO

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 Malta drinks brand switching in Nigeria

2.5 Definition of consumer behaviour

2.6 Factors influencing consumer behaviour

2.7 A perception model

2.8 Maslow’s hierarchy of needs

CHAPTER THREE

Research Methodology

3.1 Sources of Data

3.2 Primary data

3.3 Secondary data

3.4 Population of the study

3.5 Sample Size Determination and sample techniques

3.6 Sampling Technique

3.7 Research Instrument

3.8 Validity/Reliability of responses

3.9 Questionnaire

3.10 Method of data Analysis

3.11 Limitation of the study

CHAPTER FOUR

Data Presentation Analysis and Interpretation

4.1 Presentation, Analysis and interpretation data

4.2 Testing of Hypothesis

CHAPTER FIVE

Discussion of Findings, Recommendation and Conclusion

5.1 Summary of findings

5.2 Recommendations

5.3 Conclusion

Appendix

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AN INDEPTH STUDY OF ON THE BRAND SWITCHING BEHAVIOR OF MALT DRINK CONSUMER IN ENUGU STATE FROM 2005 -2010

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