FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT

FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT

TABLE OF CONTENTS

LIST OF TABLES

ABSTRACT

CHAPTER ONE:  INTRODUCTION

1.1        BACKGROUND OF THE STUDY

1.2        STATEMENT OF PROBLEM

1.3        OBJECTIVES OF THE STUDY

1.4        THE SIGNIFICANCE OF THE STUDY

1.5        THE SCOPE OF THE STUDY

1.6        RESEARCH QUESTION

1.7        DEFINITION OF TERMS

CHAPTER TWO

2.0    REVIEW OF RELATED LITERATURE

2.1        MEANING OF THE SAMPLE TOOLS USED

2.2        CONSUMER BEHAVIOUR

2.3        EXTERNAL DETERMINATION OF CONSUMER BEHAVIOUR

2.3.1  CULTURAL FACTORS

2.3.2  PERSONAL FACTORS

2.3.3  PSYCHOLOGICAL FACTORS

2.4        MARKETING MIX PROGRAMME OF DETERGENT

2.4.1  PRODUCT STRATEGIES

2.4.2  PRICE STRATEGY

2.4.3  PROMOTION STRATEGY

2.4.4  PRODUCT AVAILABILITY

2.5        ADOPTED PROCESS AND THE DIFFUSION OF INNOVATION

2.5.1 ADOPTION CATEGORIES

2.5.2  CONSUMER PREFERENCE

2.5.3  BRAND AND CUSTOMER LOYALTY

2.5.4  TYPE OF BRAND LOYALTY

2.5.5  BRAND SANITCHORY BY CUSTOMERS

2.5.6  SUNDRY OF THE RELATED PROBLEM

CHAPTER THREE:      RESEARCH METHODOLOGY

3.1        RESEARCH DESIGN

3.2        AREA OF THE STUDY

3.3        POPULATION FO THE STUDY

3.4        SAMPLE AND SAMPLING PROCEDURE

3.5        INSTRUMENTATION

3.6        VALIDATION OF INSTRUMENT

3.7        RELAIBILITY OF THE INSTRUMENT

3.8        MEHTOD OF ADMINISTRATION OF INSTRUMENT

3.9        MEHTOD OF DATA ANALYSIS

CHAPTER FOUR

4.0    DATA PRESENTATION AND ANALYSIS

4.1        DATA PRESENTATION AND ANALYSIS

4.2        SUMMARY OF RESULT

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1        DISCUSSION OF RESULTS

5.2        CONCLUSION

5.3        IMPLICATION OF THE RESULTS

5.4        RECOMMENDATION

5.5        SUGGESTION FOR FURTHER RESEARCH

5.6        LIMITATION OF THE STUDY

REFERENCES

APPENDICES

CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

          Many business forms are struggling hard to know who buys and consumers their products, where they are located, how they buy, when, from whom else they buy and why and equally why people do not buy a particular product from certain persons, organizations and shares.  Despite of all the marketing strategies applied by such forms to attract these consumers.  The centre point of all the daily activities of all business organization is an individual, he purchases and makes use of the product (goods and services0 offered for sale in the business firm.  By t his we can understand that a consumer is one who consumers or uses the product of a firm.

        He may or may not be the actual buyer of the firms production who then is the consumer of that product.

        The consumer and the reasons why, how and when as well as where he buys or not buy from, the future buying decisions are now fully integrated in to the daily business function of every enterprise.  This is in much recognition of the marketing concept and consumers sovereignty in recent times by many firms who comes to realize that he consumer is still the king.

        This is because nothing works until the consumer needs are satisfied.  The consumer is now at the centre point of every business attention, as the period of fast and hard selling is going way to the much recognition of the consumer as the king, one who does no wrong and one whose existence and need satisfaction is the major reason why many business organizations are in business in the first instance.

FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT