1.0 Introduction
1.1 Background of the Study
Modern marketing has attempted to synthesize the rationality behind the choice of a particular brand of product star beer in preference to rays of other brands by the consumers. Economists see the consumers as a rational man with limited resources the consumers is therefore faced with the problems of allocating these resources in such a way as to equalize the extra satisfaction to be obtain from the last unit of each product purchased. It is in these pedestals that Nwokorie (1999:61) opines that consumers do not buy just for the fun of it.
They buy to satisfy their needs and just be left should attempt to understand the needs expectations and peculiarities of the mercy of the consumers but marketers should attempt to understand the needs expectation and peculiarities of the various consumers towards it products. The fundamental task facing any organizations therefore is the identification of the needs, wants and values of a target market.
Adopting the organizational resources of the delivery of the much cherished satisfaction is the economic and social justification for the existence of any firm. Moreover, satisfaction after consumption is the unrivalled purpose of all production and the interest of the producer would be better to promote that of the consumer.
Adequate understanding of consumers preference behavior over different brands of related products in the market has become necessary to actually place the brand on a comfortable position within the Ambits of the market. Breweries have over the years adopted series of strategies to enhance the image of the beer before the consumers with the sole aim of boosting sales.
Furthermore, they have exhausted knowledge within their reach as to actually determine why consumers prefer star brand in the market, given that they are series of related beer available for their grabs.
The ability of breweries to understand these preference behaviours among consumers of beer in the monopolistic competitive market, this would become not only expedient but also necessary to actually attract success.
1.2 Statement of the Problem
The contemporary crisis in consumer identifying among beer parlors have left much to be desired as to the “why” and “how” of consumer towards a particular brand of beer. In Nigerian today many beer parlors in the mist of stiff competition have adopted strategy among another to actually enhance the acceptability of the brand by the consumers. Beer parlor would be doing themselves great disservices if in the search for an effective and efficient strategy. For survival consumers preference behaviours and influence over star beer and different brand of beer ascertained in the market.
The researcher has severally found himself at dead and as to why consumers prefer star beer to other brands of beer. To wriggle out of this problem, the researcher become captivated into this problem brand preference among consumers of beer.
1.3 Objectives of the Study
The researcher did not just delve into this area of study for the fun of it, the interest came upon the researcher because of the following objectives bestowed on the researcher work.
- To identify, the possible factors that enables the respondents to prefer a particular brand of beer. (Star beer)
- To determine why consumers change from one brand to beer to another.
- To access the effectiveness or otherwise of breweries marketing strategies adopted to woo the consumer towards a products.
- and in the light of the findings to advice the beer parlors on possible area they should concentrate their efforts on the bid to positively influence the consumers to prefer star over other brand.
1.4 Research Question
From the problem as conceptualized above the following questions are deemed pertinent and became the focal point of study.
- Why do consumer prefer star beer to other brand?
- Does references group and social status influence ones preference for a particular brand of beer?
- Does one's income and financial disposition affect his choice for a particular brand of beer?
- Do the price, taste, distribution and promotional towards a particular brand of beer?
- What are responsible for consumers changes and dynamism of a brand choice?
1.5 Significance of the Study
This subject matter is well though out research work that was not just entered into by the researcher, but it was discovered that the contribution of this work would be beneficial to be beer parlors, government, academicians and even the researcher himself.
To the beer parlors, it will enable them to be acquainted with those factors that are responsible for beer “consumers / purchaser” preference behavior over other brands.
This would place them on a formidable position to concentrate the marketing efforts on those “sports” that would practically and positively influence the consumers to its brands. The three tiers of government would also benefit from this research work. When the dynamics needs varies and peculiarities of he consumers are known business activities by breweries would improve and when this happens it implies increase and improvement in sales volume and profit. High profit by beer parlors then indicates payment of high profit by breweries of exercise duties VAT and corporate tax to government.
These are shared among the three tiers of government for societal development. The contribution this research work could confer on academics can not be over emphasized. First it extends the frontiers of knowledge in the subject of consumer behaviour and preference behavior of consumers among brands second; it will act as reference materials to future researchers.
Moreso, the researcher is educated more on why consumers prefer a star brand beer to another. This will give additional confidence to discuss in this area when it arises.
1.6 Scope of the Study
This study centered on brand preference among consumers of beer (Star beer) in Owerri metropolis, it is therefore designed to cover selected beer parlors in Owerri urban. To make the work less, cumbersome, the following five places.
- Ifeoma Beer parlor Nekede
- Eunice Restraunt wethedral junction
- Cheybele mega joints Arugo Park
- Nkwobi Joint Amakohia
- Calabar kitchn Okigwe Road / Orji Imsu
The researcher studies the following five brands of beer:
- Star
- Gulder
- Golden Guinea
- Legend
- “33” larger beer
1.7 Limitations of the Study
A research carried out in a dynamic environment like ours cannot be free from constraints. This research work is by no means an exemption. The researcher makes no haste to admit the following constraints in executing the research work.
Financial Constraints:
As a result of the meagerness of researcher's financial resources, he had to limit his work only within the Owerri metropololis.
Uncooperative Attitude of the Respondent:
Some consumer will find it hard and “Unbusines like” to release vital information to the researcher while some would like to claim that you are disturbing them.
Time Factor:
The researcher is also being subjected to problem of time. The time allowed to finish this research is limited and short for him to write more on the work.
1.8 Definition of Terms
For better understanding and appreciation of the project, he researcher finds it reasonable and worth while to define certain terms within the project.
Brand:
Names, marks, symbols, signs etc. use to identify a product and differentiate if from that of the competitors.
Consumers:
These are end users of the products.
Consumers Behaviour:
The decision and act of goods and services.
Needs:
The lack of something useful required or desired.
Preference Behaviour:
This constitutes those who are willing and able to buy a product to another one.
Target Market:
This constitutes those who are willing and able to buy a product.
Want:
It is something that is necessary or need by consumers.
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