An Indepth 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 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

CHAPTER TWO

Review of Related Literature

Meaning of Consumer Behaviour

2.8 Maslow’s  hierarchy  of needs 

CHAPTER THREE

Research Methodology

CHAPTER FOUR

Data Presentation Analysis and Interpretation 

CHAPTER FIVE

Discussion  of Findings, Recommendation and Conclusion

Appendix