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


  • Department: Marketing
  • Project ID: MKT0776
  • Access Fee: ₦5,000
  • Pages: 50 Pages
  • Reference: YES
  • Format: Microsoft Word
  • Views: 1,302
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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

  • Department: Marketing
  • Project ID: MKT0776
  • Access Fee: ₦5,000
  • Pages: 50 Pages
  • Reference: YES
  • Format: Microsoft Word
  • Views: 1,302
Get this Project Materials
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