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AN INDEPTH
STUDY OF ON THE BRAND SWITCHING BEHAVIOR OF MALT DRINK CONSUMER
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.
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.
Brand switching is the most common with
products that have no great perceived variation in quality across brands such
as bottled water, dairy products, or paper towels etc. Brand switching takes place most commonly by
price promotions, in-store displays, superior availability, perceived
improvements or innovations in competitive brands, desire for novelty, number
fo available brands, perceived risk, frequency of purchase, changes in quality,
or level of satisfaction with the most recent purchase.
It is possible to research when
consumer in a marketplace determine their attitude to brands and their likehood
to switch from a brand they are using at the moment, and in particular to which
other brand the might switch. This
allows the building of a picture of likely brand switching behavour. If consumers propensity to switch is known,
the market can be modeled to indicate future market share. Such modeling could also indicate the
relative positioning of the competing brands.
The
chartered institute of marketing (1984) in England defines marketing as “ the
management process responsible for identifying, anticipating and satisfying
customer requirement profitable.
American
marketing association (1960:1) also defined marketing as “the performance of
business activities that direct the flow of goods and services to the consumers
or users. In other words, all activities that are undertaken to facilitate the
flow of goods and services come under marketing. According to Nwaizuggo
(2004:8) modern marketing concept is built on three foundation namely:
(i) Consumer satisfaction
(ii) Profitable sales volume
(iii) Integrated marketing
This means
that consumers satisfaction must be at the centre of any business motive. The central aim of modern
marketing is all
about ensuring the consumer satisfaction and
also to ensure that
consumers always continue
to patronize the
marketer’s brand.
The American
marketing association defines
branding as a name, term,
sign, symbol, or design, or a
combination of them intended
to identify the
goods or a services of
one seller or group
of sellers and to
differentiate them from those
of competitors. Oxford Advanced Learner’s Dictionary
(2006: 170) defined
branding as the activity
of giving a particular name
and image to goods
and services so that people
will be attracted to them a tool
of marketing used
for the purpose
of product identification among
other uses.
Branding is also to win consumers brand
loyalty.
Brand name
is the name given
to a product by the company
that produces it
and this enable
the consumers to easily
identify the products. Modern marketing
is facing a lot of
challenges which includes
growing affluence and
change in the tast
of consumers coupled
with the drift of
market from a monopolistic structure
to that of a near
perfect competition consumer
now have
lots of products
alternative to choose from. The
result is a gradual
elimination of the “concept
called “Brand Loyalty”
and the emergency
of a new idea
called “Brand Switching”.
Brand
switching is the act of
discontinuing the purchases
of a product brand
in favour of
another brand. The marketing
concept and Nigerian market structure (perfect competition or rather
monopolistic) brought about product multiplicity in Nigeria. Lots
of product close
substitutes now exist an consumers are now
dangling like pendulum
from one product brand to another.
Recently, brand switching has taken its
toll on the soft drink market in Nigeria. For instance, we
have malta drinks brands
such as
Amstle Malta, Guinness Malt, Hi-malt and Grand Malt and many more. A
further study shows
also that consumers
but switch from one
brand to another.
This
simply implies that the
malta drinks, marketers have
been battling seriously
on how to over
come this trend . Given the above,
the aim of the
research is to carryout
a research into the causative favours of soft
drinks.
This
will guide marketers
against being vulnerable
to brand switching
behavioiur of consumers.
1.2 STATEMENT OF THE PROBLEM
Kotler and Keller (2006:193),
define consumer behaviour as the study
of how individuals, groups and
organization select, buy, use
and dispose, of goods, services, ideas, or experiences
to satisfy their
needs and wants.
Schiffman and
Kanuk (2007: 3) Defined consumer
behaviour as the behaviour that consumers
display in searching
for, purchasing, sing, evaluating
and disposing of products
and services that they expect
will satisfy their needs
their behaiour are focused
on how individuals
make decisions to spend their available resources
(time, money, effort) on consumption related
items. That in includes what they
buy, why they buy it, where
they buy it, how often
they buy it, how they evaluate
it after the purchase , the impact of such evaluations
on future purchases
and how they
dispose of it. To major
psychological disciplines com into play when observing and try in to
explain consumer behaviour. The first cognitive psychology. Cognitive psychology
is the study of all knowledge related (mental) behaviours and they are as
follows: attention, perception, memory, comprehension and
decision making and they play an
important role in
consumer behaviour.
The
second psychological discipline
that has theories to
explain certain phenomenon
is “`The study
of the manner in which the
personality, attitudes, motivation behaviour of
individuals influence and
influences by social groups (Britaninnica
Online)
The
affect and social influence and
reference groups links are
two important topics
studied in social psychology
that have an important
impact on consumer beaviour.
However, limited problem
solving is that
bevaiour exhibited by a
consumer, who is
deciding to try a
new brand, responds
to emotional or
environmental appeal such as the
point of purchase
display and this situation gives impetus to consumer
exhibition of brand switching behaviour.
Emotional
appeal has not been the only stimuli responsible for brand switching. The response of consumers to other marketing
mix stimuli such as the pricing of the various brands distributional strategy,
product design availability of product, and quality may also give rise to brand
switch behaviour.
Given the afore mentioned facts, the
main problem of this study is to
i. Make an inquest or determine the
factors or variables that give rise to brand switching among consumers of malta
drinks.
ii. To ascertain the implications of
brand switching behaviour of consumers on marketing strategies employed by
manufacturers of malta drinks.
iii. To Inquire into how the marketing mix
such as price, product design and quality, distribution and promotion influence
consumers of soft drink of switch into another brand.
1.3 OBJECTIVES OF THE STUDY
It is quiet
unfortunate that no marketer can afford to stay relaxed when its products are
loosing its market share to competitors especially in a free market economy
like ours. Given this, the prime
objective of this study therefore is to:
1. To establish the impact of the
marketing mix on the brand switching behaviour of malta drinks consumers.
2. To determine the factors that
promote brand switching among malta drinks consumers
3. To discover the relative strengths
of the various brands enumerated for this study within a specified market.
4. To ascertain the effect of brand
switching by consumers on the rate of consumption of different brands within
the market under survey.
1.4 RESEARCH QUESTIONS
1. Assessment of the impact of brand switching
bahevour of malta drinks is important?
2. What promote brand switching?
3. What strengths are effective in the market
for various brand?
4. Determination of brand switching by
consumers on the rate of consumption of different brands within the market?
1.5 RESEARCH HYPOTHESES
For the
purpose of a clear result, the following hypothesis have been drawn and will be
tested:-
H01
:Consumers switching of soft drink brand is not
significantly
influenced by price differences
H1: Consumers switching of soft drink brand is
significantly influenced by price differences
H02: Availability of soft drink distributional
efficiency does not constitute a major factor in consumer soft drink brand
switching.
H1: Availability of malta drinks distributional
efficiency constitutes a major factor in consumer soft drink brand switching.
1.5 SIGNIFICANCE OF THE STUDY
The
following are the significance of the study:
- It will enable producers (marketers) to
identify brand switching causative factor among consumers
- It will go further to buttress the
inevitable role of consumers and general market research in the new business
era.
- It will help brand owners to develop
marketing strategies which will enable them reduce the impact of brand
switching on their product line.
Also the
researcher hopes that the study would be relevant to other consumer goods
marketers engaged in competition with producers of close substitute such as
cosmetics and beverages.
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