This research project seeks to examine the assistance of various brands of packed water in Enugu metropolis with a view of establishing what extent consumers preference of one brand of packaged water over the other can be attributed to each of the market factors. To solve the research problem, both primary and secondary data were collected. The research instruments used in collecting the data were questionnaires and oral interview. The respondents consist of distributors and consumers of packaged water products. In organizing and presenting data collected tables, frequencies and percentages were used. From the data analysis and interpretation the following findings came up as factors influencing consumer brand preference at packaged water in Enugu: taste, price and availability of the product. In the performance of the five various brand covered in this study, the respondents outcome stipulates that Aqua Rapha is most preferred brand during the time of the study followed by Bejoy water. Based on the findings, the researcher makes the following recommendations.  There should be more involvement of the research and development unit of packaged water industry in regular monitoring of brand preference, to ensure timely modification of poorly performing brand. The quality control unit of package water should be up and doing to maintain steady taste of the product and make the packages water content of the water to be in consonance with the request and demands of the consumer. Locating of depots at strategic places to boost product availability. The researcher yet recommends the going type of pricing or rather if possible a very little increase when necessary. Therefore, constant brand preference analysis will enable packaged water marketers to know the actual group of consumers they are to satisfy.

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

1.2 Statement of the Problem      3

1.3 Objective of the study       6

1.4 Research Questions        7

1.5 Significance of the study       8

1.6 Scope of the Study        10

1.7 Definition of Terms       10

CHAPTER TWO

Review Of Related Literature 

2.1 Consumer Buying Behaviour and Habit   12

2.2 Consumers Personality and Brand Preference  15

2.3 The roles of price in the determination of brand preference         17

2.4 Consumer Attitude Towards Alternative and Brand Preference                    19

2.5 Learning and Brand Preferences      20

2.5.1Consumer satisfaction as a measure of brand preference         23

2.5.2Demographic factors and brand preferences   24

2.6 Summary of the Related Literature     27

CHAPTER THREE

RESEARCH METHODOLOGY 

3.1 sources of Data        28

3.2 Area of study         29

3.3 Population of study        30

3.4 sample Size Determination      30

3.5 Validation of Instruments      31

3.6 methods of Data Collecting      32

3.7 Method of Data Analysis       32

CHAPTER FOUR

Presentation and Analysis of Data     33

CHAPTER FIVE 

Summary of findings 

5.1 Findings          48

5.2 Conclusion         49

5.2 Recommendations       50

Bibliography

Appendix