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

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

ABSTRACT

This research work is “An Indept study on the Brand Switching Behavour of Malta Drink Consumers”  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

Abstract

Table of Contents

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

1.5        Research  Hypothesis

1.6        Significance of the Study

1.7        Scope  of the  study

1.8        Definition of 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        Factors Influencing Brand Switching

2.5        Model Of Brand Switching

2.6        Reasons for Brand Switching

2.7        Malta drinksbrand  switching   in Nigeria

2.8        Definition  of  consumer  behaviour

2.9        Factors influencing  consumer  behaviour

CHAPTER THREE

Research Design and Methodology

3.1        Research Design

3.2        Sources of Data

3.3        Area of The Study

3.4        Population of the Study

3.5        Method of Data Treatment and Analysis

3.6        Research Instrument Used

3.7        Validity/Reliability of Responses

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        Conclusions

Bibliography

Appendix

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND TO THE STUDY

          Brand switching is the consumers decision to purchase a product of a brand different from that previously or usually purchase.  Brand switching is when a consumer or group of consumers switches their allegiance from one brand of a certain type of product to another.  This brand switching may be temporary, or it may be long lasting.

        Sometimes known as brand jumping, brand switching is the process of choosing to switch from routine use of an product or brand to steady usage of a different but similar product.

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