AN EVALUATION OF BRAND PERFORMANCE AMONG

CONSUMERS OF BEER IN OWERR METROPOLIS

(A CASE STUDY OF SELECTED BEE PATLORS IN OWERRI)

BY
NWOBODO CHIMEZIE EMMANUEL
18E/0094/MKT

BEEN A RESEARCH PROJECT PRESENTED TO THE

DEPARTMENT OF MARKETING, SCHOOL OF BUSINESS AND
MANAGEMENT TECHNOLOGY

FEDERAL POLYTECHNIC NEKEDE OWERRI

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
AWARD OF NATIONAL DIPLOMA (ND) IN
MARKETING

JULY, 2021.

i
 APPROVAL

This project written by NWOBODO CHIMEZIE EMMANUEL with

registration number 18E/0097/MKT has been supervised, read and approval

in partial fulfillment of project requirement of the department of Marketing,

School of Business and Management Technology, Federal Polytechnic

Nekede, Owerri for the award of National Diploma (ND), in Marketing.

…………………………………… ……………..
Okere S.U Date
(Project Supervisor)

…………………………………… ……………..
Bassi B.P Date
(Head of Department)

…………………………………… ……………..
External Examiner Date

ii
 DEDICATION

This research project is dedicated to the Almighty God for making this

research work a reality.

iii
 ACKNOWLEDGEMENTS

It is impossible to accomplish an academic task of this nature without the

strength from God and assistance from people. Based on this fact therefore, I

thank the Almighty God for his strength and also the authors whose their

books I read in order to generate ideas on this topic.

I also appreciate the effort of my parents for their financial and moral

support throughout my stay in school. My profound gratitude goes to my

able lecturer and supervisor, Mr. Okere U.S. for his valuable assistance and

directives toward the accomplishment of this research work.

Finally, to all who collaborated in one way or the other, towards making this

project work a reality especially the typist for her painstakingly typeset, I

say, thank you all.

iv
 ABSTRACT

Marketer and manufactures have over the years questioned the rationality
behind choice of a particular brand of products in preference to many other
brands in the market. As a result of this problem the researcher became
captured on the matter why consumers prefer a particular brand star beer to
others. This analytical study is focused on the brand preference among
consumers of beer in Owerri metropolis using selected beer parlors as a case
study. Be that as it may the main objectives of this work are as follows.
To determine why consumers change from one brand of beer to another. To
access the effectiveness or otherwise of breweries marketing strategies
adopted to consumers towards marketing strategies adopted to consumers
towards the products and in the light of finding to advice breweries on
possible areas they should concentrate their efforts in a bid to positively
influence the consumers to prefer its beer to another brand. To find out if the
pricing strategies adopted influences the consumers over a particular brand.
To find out if promotional strategies adopted do influence patronage
behavior. The third part of this work was carried out by analyzing the
responses elicited from sample of 300 respondents of Owerri metropolis.
The research questions also were analyzed using simple percentage

v
 TABLE OF CONTENTS
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vi
CHAPTER ONE
1.0 Introduction 1
1.1 Background of the study 1
1.2 Statement Of The Problem 2
1.3 Objectives Of The Study 2
1.4 Research Question 3
1.5 Significance Of The Study 3
1.6 Scope Of The Study 4
1.7 Limitations Of The Study 5
1.8 Definition Of Terms 5
CHAPTER TWO
2.0 Literature Review 7
2.1 Analytical Framework 7
2.2 Determinats of consumer buying behaviours and their decision
Process 8
2.3 The Consumer And His Decision Processes 11
2.4 Marketing Mix Varibales As They Influence Consumption
Behavour 12
2.5 Recent Related Past Research Work 13
2.6 What Is A Brand 14
vi
CHAPTER THREE
3.0 Research Design And Methodology 16
3.1 Introduction 16
3.2 Research Design 16
3.3 Sources / Methods Of Data Collection 16
3.4 Population And Sample Size 17
3.5 Sample Techniques 19
3.6 Validity And Reliability Of Measuring Instrument 19
3.7 Method Of Data Analysis 19
CHAPTER FOUR
4.0 Presentation and analysis of data 21
4.1 Introduction 21
4.2 Presentation Of Data 21
4.3 Analysis Of Data 22
4.4 Interpretation Of Result
CHAPTER FIVE
5.0 Summary, conclusion and recommendation 37
5.1 Introduction 37
5.2 Summary Of Finding 37
5.3 Conclusion 37
5.4 Recommendation 38
References 40
Appendix 1 41
Appendix ll 42

vii
 CHAPTER ONE
1.0 INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Modern marketing has attempted to synthesize the rationality e 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.

viii
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 a 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.
1. To identify, the possible factors that enables the respondents to prefer a
particular brand of beer. (Star beer)
2. To determine why consumers change from one brand to beer to another.

ix
3. To access the effectiveness or otherwise of breweries marketing strategies
adopted to woo the consumer towards a products.
4. 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.
1. Why do consumer prefer star beer to other brand?
2. Does references group and social status influence ones preference for a
particular brand of beer?
3. Does one’s income and financial disposition affect his choice for a
particular brand of beer?
4. Do the price, taste, distribution and promotional towards a particular
brand of beer?
5. 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
x
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.
1. Ifeoma Beer parlor Nekede
2. Eunice Restraunt wethedral junction
3. Cheybele mega joints Arugo Park
4. Nkwobi Joint Amakohia
. 5. Calabar kitchn Okigwe Road / Orji Imsu
The researcher studies the following five brands of beer:
1. Star
2. Gulder
xi
3. Golden Guinea
4. Legend
5. “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.
1. FINANCIAL CONSTRAINTS: As a result of the meagerness of
researcher’s financial resources, he had to limit his work only within the
Owerri metropololis.
2. 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.
3. 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.
1. BRAND: Names, marks, symbols, signs etc. use to identify a product and
differentiate if from that of the competitors.
2. CONSUMERS: These are end users of the products.
3. CONSUMERS BEHAVIOUR: The decision and act of goods and
services.
4. NEEDS: The lack of something useful required or desired.
xii
S. PREFERENCE BEHAVIOUR: This constitutes those who are willing
and able to buy a product to another one.
6. TARGET MARKET: This constitutes those who are willing and able to
buy a product.
7. WANT: It is something that is necessary or need by Consumers.

xiii
 CHAPTER TWO
2.0 LITERATURE REVIEW
This chapter looks at related literature review with regards to the subject
matter. Here the researcher looks at the other researchers work in regards to
the subject matter, he tries to find out the problem assisted with past research
work from there he makes a head way on putting up his own research work.
2.1 ANALYTICAL FRAMEWORK
Nwokorie (1999) reports that consumers do not buy for the fund of it, they
buy to satisfy some interest which are borne out of rationality. Moreover,
consumers are bombarded with lots of products and series of brands of
product through different communication, strategy and network available.
He therefore recognizes different brands and the relationship among brands,
after some rational consideration he has to make his preferences among and
might become a loyalist.
In Nigeria contest, business organizations have bee n adopting one strategy
among another to rear its head within the ambits of competitive market
which have become tough; so to say each and every one of them has been
trying in one way and another to “lobby” the consumers towards their’
products. The vital for doing these is the marketing strategy adopted by these
business organizations to identify the needs, wants and preferences of a
target market.
Adopting this organization, resources to the accomplishment of he desired
satisfaction is the primary justification for a firm’s existence.
Furthermore, consumption and not just production is the sole purpose of all
business organization and such consumption would be validated if the
satisfaction followed suit.

xiv
Nwokorie (1998) supported this line of argument by posting that it is
satisfaction and not just consumption that satisfy economic activity.
The accompanying marketing strategy to be pursued by breweries must be
adapted to the needs attitude and preference of the consumers and some kind
of beer it produces.
2.2 DETERMINATS OF CONSUMER BUYING BEHAVIOURS AND
THEIR DECISION PROCESS
Factors that influence consumer’s preferences among brands.
It is quite expedient to understand and appreciate the circumstances
surrounding consumer’s preferences behavior among different brand (Star
Brand) of product.
A good appreciation of these would readily give an insight into the subject
matters. The consumers according to Kotlor (1980: 135) brings product and
satisfy a variety of needs which may be physiological needs, psychological,
social needs and even spiritual needs.
Generally, the following determinants influence a consumer’s buying
behavior
PSYCHOLOGICAL FACTORS COGNITION INFLUENCES:
cognition according to Willians (1981) is the term given to mental processes
that enables us to give meaning to our environment and experiences. Such
processed are quite indispensable to learning and perception.
Perception is a complex process by which people select, organize and
interpret sensory stimulation into a meaningful picture of the stimulate
received information through the sense of sight, taste, hearing smell and
touch. For example, when we hear an advertisement, see a loved one, smell
polluted air or touch an object, we receive information is a dynamic process

xv
and is influenced by our attitude and belief motives of the stimulation as
well as the character of the stimulate themselves.
The interpretation of the stimuli is what alternatively influenced behavior
since interpretation is preceded and dependant upon explosive and attention
marketers need to be aware of each stage in the perception process in order
to increase the probability that consumers will be exposed to pay attention
and apportion the desired meaning to the information channeled to them.
Also the consumer’s perception will be affected not only by the quality of
the product but also by he attribution which the marketer lends to the
product through advertising packaging and other promotional techniques.
1. LEARNING: Williams (1981) suggested that learning refers to the
acquisition of knowledge or skills generally through the deliberate
memorizing of information (in order for example to pass an examination) or
set patterns of machines actions (in order for example to drive a car). The
process of learning is remarkably influenced by the effects of a persons
learned behavior, learning is vital to consumption.
Most of our values, attitude, tastes, preference and so forth are acquired
through learning. Through institutions such as the family, school and
religious organization our culture and social class provides learning
experiences that profoundly affect our life style and the product we
consume. Successful marketing of product implies that marketing managers
must expand considerable effort to ensure that consumers learn of the
existence and nature of their product.
2. ATTUDES: Attitudes consist of knowledge and positive or negative
feeling s about an object which may be tangible or a intangible living or
non-living. Ferrie and pride (1982) viewed it as a person enduring

xvi
favourable or unfavourable cognitive evaluations, emotional feelings or
action tendencies towards actions, objective or idea.
3. PERSONALITY: According to pride and Ferrie (1982) is an internal
structure experience and behavior are related in an orderly way. This then
implies that behaviour are organized within a person makes him or her
unique and peculiar. It is an indisputable fact that consumers personality
traits influence their perception and buying behavior.
4. MOTIVATION: various motives influence buying behavior and might be
geared towards product attributes, such as durability, economic or styling.
Where a person buys products on a regular basis, influencing motives are
known as patronages motives. Such motives may instigated by prices,
location, services, honesty, product, variety and friendliness of sales people.
The major problem is trying to understand not only apparent and conscious
motive but also the unconscious hidden motives. Te shrewd marketer
knowing that people need change just as economic continually changes,
should be ever ready to adjust his marketing strategies.
SOCIAL INFLUENCE ON MARKETING BEHAVIOUR
An individual in society cannot operate in a vacuum neither could he exist in
isolation for social interaction to exist, individuals in the society need to
acquire a system of behavior patterns, which enables them adopt to the
social environment. We shall henceforth examine the managerial influences
on buying behavior.
SOCIAL CLASSES: Lach society has a social structure into which each
member is fitted according to his possession of characteristics specified by
society criteria, the old adage which says that birds of the same feather
flocks together is very much obtainable here as people tend to congregate
themselves with other that share the same aspiration with them.
xvii
An individuals status is consequent upon his position in social hierarch.
Markin (1979), describes a social class as a very special kind of reference
group, suggesting adherence to a whole set of values, attitude, perceptions
and lifestyles.
CULTURAL AND SUB CULTURAL INFLUENCES: Stanton (1978) sees
culture as the “complex of symbols and artifacts created by man and handed
down from generation to generation as determinant and regulations of
human behavior in a given society.
The consumer’s cultural values influence his buying behavior, culture
operates on the individual consumer directly in many ways. It operates
through consumer’s family, reference groups and social class.
ECONOMIC FACTOR: According to Marshal (1991) consumers
purchasing decision are the result of largely rational and conscious economic
calculations. The individual buyer seeks to spend his income on these goods
that will deliver the most utility according to his taste and wants. This
implies that as a particular product is purchased and consumed a time
reaches where diminishing marginal utility set in, in which the consumer
may decide to shift to other products that would provide similar satisfaction.
2.3 THE CONSUMER AND HIS DECISION PROCESSES
Our attempt so far captured the factors that influence the consumer buying
behavior. A corollary to be reached by the consumers. This earlier factors
cannot in the full sense influence the buying behavior of the consumers
without considering the decision the customers are to be made in this regard.
This direct therefore tries to unravel how the consumers really make
decision in a bid to handle their consumption problems and in that wise
improve and maintain their behavior problem.

xviii
Advertising, planning should be associated by associated with classical
conditioning theory where the buyers learn to identify a certain product by a
symbol repeatedly attached to it.
2.3.1 LIMTED DECISION MAKING
This category of decision making covers the middle group between habitual
decision making and extensive decision making and most decision fall
within the group.
2.3.2 EXTENDED DECISION MAKING
This kind of decision pattern is made maniFest from a very high level of
purchases involvement huge capital outlay is involved and as a result of high
degree purchase involvement and reasoning of rational involved to arrive at
a maximally satisfying decision to for stall post purchasing dissonance.
Kotler and Armstrong (1996) refer to this as complex buying behavior. This
also report that consumers may be highly involved when the product is
expensive. Risky, purchase infrequently and highly selfexpensive. This then
implies that the consumer has to learn about the product.
2.4 MARKETING MIX VARIBALES AS THEY INFLUENCE
CONSUMPTION BEHAVOUR
Stimulate of consumer buying pattern will be inconclusive without paying
due homage to the marketing variables. Product, price, promotion and place
(distribution) otherwise known as 4p’s of marketing. This arises on the heels
that virtually all marketing activities revolve around these variables and any
attempt to treat them with levity has fallen out of the preaching’s of
marketing and invitations doom instead of boom to the organization.
PRODUCT ATTRIBUTES THAT STIMULATES DEMAND
There are basically three types of product attributes. These attributes as
identified by kotler and Armstrong (1996) include product quality, product
xix
design and product features. The quality of a product is showcase by the
ability of a product to perform the function for which it is meant to serve.
Quality also means the absence of detects of varieties. To some companies
improving quantity implies using better quality control to reduce defects that
annoy consumers. Quality requires a total commitment by top management
instead of correction defect, good quality involves preventing defects before
they occur through better product design and improve manufacturing
processes.
Quality is a potent weapon that could be relied upon to gain competitive
advantage since the company would consistently offer products and services
that better serve customers needs and preferences for quality, wibder
Garvein (1987) maintains that “quality is not simply a problem to be solved,
it is a competitive advantage”
2.5 RECENT RELATED PAST RESEARCH WORK
From the study conducted by Igwe (1998) many consumers go for a
particular brand of beer because of the name the brand has gained, the
manufacturer, the perceived quality of the products, the price the availability
and then the promotion, the strategy put in place.
Nwokorie (1999) says that from his study, the consumers prefer the
following attributes before purchasing a particular brand of beer. The taste
of the brand its alcoholic content product composition, its weight on the
mouth and satisfaction derived from consuming it.
The following factors influence consumers choice to a particular brand of
beer.
1. Established attitude towards the brand.
2. Consumer’s reference and social groups.
3. The consumer’s perception towards star brand.
xx
4. Cultural and sub-cultural position of the consumer.
From all these factors Okeke (1996) contented that the most predominant
one which prevails consumers towards a brand is their attitude and
perception noting that once an attitude is established it is difficult to relevant
them.
Be that as it may, Nwokorie (1999) established that consumers have various
attitudes towards design and development. The product designs and
development affect the consumer image since these two variable can
determine what the product can do for people and that new and or different
products are available 4 through innovation
2.6 WHAT IS A BRAND
A brand is a name given by a manufacturer to one (or a number) of its
product or services. It might be the manufacturer’s own name, such as Heinz
or Philips (modern 1987).
Brisch and Honston (1987: 360) defined a brand as a name, term, sign,
symbol, design, or combination of them that identifies the goods or services
of one seller or group of sellers and differentiates them from those of
competitions.
In his own definitions, Stanton (1981:195) looked at a brand as a marne,
term, symbol, or special design, or some combination of these elements, that
is intended to identify the goods or services of one seller or a group of
sellers.
BRAND MARK: This is the part of the brand that is shown in the form of
symbol, design, or lettering. For instance the peak milk symbol of a paddled
cane palm trees, the head of a cat on vegifrn tomatoes paste, and the bird on
Robin starch etc.

xxi
TRADE MARK: A trade mark is a brand or part of it that is given a legal
protection. Trade mark tends to b in the form of words, letters, or members
that can be pronounced. Trade marks can be registered brand marks. Typical
example of trademarks are coke, peak, Rolls, Royce, Xerox, “Butck”. And
Big letter N with the word National written the cycle for all National
products.
It should not be too hard to pronounce or spelt, not more than five lettered
words are recommended for instance, Omo, Kodak, Fanta, Peak, and others
are typical examples of brands with this particular feature.
The brand name should not have any bad meaning in the market under
consideration.
It should be easily registered and legally protected under the law.
A good brand name is expected to tell the consumer something to be
benefited from the used of the product. E.g. minutes Rice, instant coffee
(buy Nescafe) close-up etc.
The name should be distinctively different from other products.
Should be able to utilize for new products that may be added to be product
line. A good example is thermo cool.

xxii
 CHAPTER THREE
3.0 RESEARCH DESIGN AND METHODOLOGY
The research design that were used in carrying out observation.
The data are analyzed with the questionnaire Information gathered from
observation and interview created more insight into the research study.
3.1 INTRODUCTION
This chapter enumerates the procedures adopted in carrying out the research
work.
3.2 RESEARCH DESIGN
The researcher used the following research design because of the type of
information needed for this investigation.
The researcher of the study seeks opinions of consumers from the following
places:
- Ifeoma Beer parlor Nekede
- Eunice Restaurant wethedral junction
- Cheybele mega joints Arugo Park
- Nkwobi Joint Amakohia
- Calabar kitchen Okigwe Road / Orji Imsu
3.3 SOURCES / METHODS OF DATA COLLECTION
The researchers techniques of collecting the data fell into three major
categories namely
I. The survey

ii. The observation

iii. The personnel interview The survey

xxiii
• The questionnaires prepared were distributed only to the five geo- political

zones mentioned earlier. The questions asked were mostly structured.

Research questions which where designed to probe into the mind of the

respondents in issues that influence their preference on a particular brand of

beer (Star beer).

THE OBSERVATION

The act of recognizing and noting the factors or occurrence is know as

observation. The observation technique involves field trips made by the

researcher. Therefore, the researcher used this approach in his investigation

during visit to the five political zones; he noted certain facts relating to the

consumption of beer.

THE PERSONAL INTERVIEW

In order to supplement data obtained through questionnaire, the researcher

also held face-to-face interview with some consumers in the five zones.
Questionnaire asked related to why the like a particular brand in place of
another and factors that are responsible for such decision.
3.4 POPULATION AND SAMPLE SIZE
Sampling is a process of selecting a given number or any portion of that
population for the purpose of obtaining information for generalization about
the large population. Sampling population is used to avoid possible errors.
In dealing with population. The population size was narrowed don to
determine the simple size.

xxiv
The population of the sample size comprises of all those who consumes beer
from the following areas:
1. Ifeoma beer parlor Nekede
2. Eunice Restraunt wethedral junction
3. Cheybele mega joints Arugo Park
4. Nkwobi Joint Amakohia
5. Calabar kitchen Okigwe Road I Orji Imsu
A statistical formula was used in determining the sample size Yaro Yamen’s
formula as quoted in Nwabuoker (1986:417) was applied and it is stated as
follows:
n= N
1+N (e)2
When n = simple size
N total population size
= is constant
e = the assume error margin or tolerable error which is taken as 5% (0.05)
n = +1
1+N (e)2
Where N = 250
e (0.05)2 = 0.0025
n = 250
1+250 (0.0025)
= 250
1+0.625
= 250
1.625
n = 153.846
xxv
n 154
3.5 SAMPLE TECHIQUES
To determine the sample size for this work the researcher conducted a pilot
survey to test questionnaire and identify the deflections the respondents may
encounter in filling the questionnaire.
In this regard, the researcher randomly selected (50) beer 4 consumers in
Owerri metropolis making sure that at least (10) questionnaire was served in
each of the five (5) major zones used. These questionnaires were retrieved
after a day. It was discovered that out of the 50 questionnaire distributed
thirty seven (37) representing 74% were correctly filled and retrieved while
13 representing 26 were not.
This formula shown approximately 295 prospects but for the purpose of
convenience working covering of non-response a total 300 questionnaire
were administered. The researcher considered a total of 300 respondents for
the study.
3.6 VALIDITY AND RELIABILITY OF MEASURING
INSTRUMENT
The validity and reliability of measuring instruments that were used in
taking out or carry out the research work as questionnaire interview and
observation.
3.7 METHOD OF DATA ANALYSIS
The data were organized using classification tables (tabulation). This
ensured adequate comprehension of the data, and created a formidable
background for effective analysis and interpretation.
This data was analyzed through a simple percentage method. Percentage is
used for data analysis to determine each proportion or part of the elopement
in study and comparer the differences.
xxvi
Formula for percentage
U x 100
N1
Percentage (%) = Fx N1001
Where F = Total number of freq x 100
N = Total number of respond

xxvii
 CHAPTER FOUR
4.0 PRESENTATION AND ANALYSIS OF DATA
4.1 INTRODUCTION
This chapter deals with the presentation and interpretation of data generated
from the study through the questionnaire.
In analyzing the data, much emphasis was laid on those questions that have
direct bearing with the objective of the study such responses are analyzed
using simple tables and percentages, the chi-square analysis technique was
used in testing the hypothesis.
4.2 PRESENTATION OF DATA
In generating information for the study, a total of 300 questionnaires were
administered on the respondents. The various areas/locations studied with
the Owerri metropolis and the respective distribution of questionnaire are
shown
Table 1

xxviii
From table 1 above, out of 300 questionnaires distributed 292 representing
97.33% were returned 2 or O.6% of the researcher on the ground of rejected
by the researcher on the ground of inconsistency and incoherence of answer.
Therefore a total of 290 (292) returned questionnaire and (97.33) of the total
no of returned questionnaire) were used in confident that based on this
number representing 96.67% of our chosen sample size, a reliable and valid
data analysis can be done. For the purpose of coherence proper
understanding and adequate analysis, the 96.6% are upgraded 100%
4.3 ANALYSIS OF DATA
4.3.1 ANALYSIS OF CONSUMER ASSESSM ENT TOWARDS
Table 2
PROMOTION OF BEER

xxix
are favourably disposed to the promotional strategies of their brand of beer
78 of 29.90% are unfavourably disposed while the remaining 55 or l8.97%
are not interested.
Table 3
ANALYSIS OF CONSUMERS PREFERENCE
Table 2 above indicate that 157 or 54.14% of the respondents

xxx
Table 3 above indicates the various numbers of consumers that prefer a
specific brand of beer and why they variously do so.
In the first instance, 53 or 18.28% of the total respondents student drink “99”
47 or 16.21°/c prefer Bergodorf 63 or 21.72% drink Gulder 71 or 24.48%
drink star while the remaining 56 or 19.310/c drink “33” beer.
Furthermore, 69 or 23.79°/c prefer their particular brand of beer as a result
of quality or taste 67 or 23.10% prefer their brand because of its price 56 or
19.31% prefer their brand because of their natural likeness. To them 35 or
12.07% drink their type of beer because of promotional strategies put in
place. The remaining 63 or 21.72% drink a particular brand influence of
friends and social group.
4.3.4 EFFECTS OF POINT OF PURCHASE ON STAR BAND OF
BEER
Table 4

xxxi
Table 4 above indicate that 125 or 43.10% of the respondents answer in the
affirmative that point of purchase affects their purchase behaviour of a
particular brand 97cr 33.45% say no to that while the remaining 68 or
23.45% are indifferent and as a result do not know.
4.3.5 ANALYSIS OF CONSUMER ATTITUDE TOWARDS BEER
DRINK
Table 5

xxxii
From the table 5 above 165 or 56.90 are favourably disposed to beer
drinking, 56 or 19.31 are not favourably disposed, while the remaining 69 or
23.79% are indifferent.
4.3.6 ANALYSIS CONSUMER CHANGING FROM ONE BRAND TO
ANOTHER
Table 6

Table 6 above shows that 98 or 33.79% of the respondents have anytime or

the other changed from changed from a brand of beer to another, 126 or
43.45 have not changed from a brand to another 66 or 22.76 say they do not
know.
4.3.7 EFFECTS CONSUMPTION OF TASTE OF BEER ON THEIR
Table 7

xxxiii
Table 7 above indicate that 193 or 66.55% of the respondents believe that
the taste of beer influence their choice anytime.
4.3.8 EFFECT OF PRICE ON PURCHSE BEHAVIOUR
Table 8

From table 8 above 143 or 49.3 1% of the respondents are of the believe that
price a significant effect on their purchase of a particular brand 93 or
32.07% say no which 54or l8.62% claimed they do not know.
4.4 INTERPRETATION OF RESULT
The taste of a particular brand of beer do not stimulate the consumers
preference behaviour over a particular brand of beer.
The result of a particular brand of beer stimulate the consumers preference
behaviour towards a particular brand.
Table 9

xxxiv
To get the expected frequency
RTxCT
GP
“G G”“Yes” AND “No”
53 x 193
290 = 35.27
53 x 97
290 = 17.73
BERG EDORF “YES” AND “NO”
47x 193
290 = 31.28
47 x 97
290 = 15.72
GULDER “YES” AND “NO”
65x 193
290 = 43.26
65x97
290 = 21.74
STAR “YES” AND “NO”
69 x 193

xxxv
290 = 45.92
69 x 97
290 = 23.08
“33”“YES” AND “NO”
56x 193
290 = 37.27
56 x 97
290 = 18.73

Using 5% level of significance and the degree of freedom

= (r-l) (c-i)
= (5-1) (2-1)
= 4x1=4
x2

xxxvi
= 9.488
Since the table value x2 + 9.488 is greater than the calculate value x2 c 8.93,
we accept the null which says that the test of a particular brand of beer do
not stimulate the consumer preference for that particular brand.
The pricing strategies adopted influence the consumers over a particular
brand of beer.
Table 10

To get the expected frequency

RTxCT
GT
“GG”“YES”“NO” AND “DO NOT KNOW”
143 x 53
290 = 26
93x53
290 = 17
54x 53
290 = 10
Bergedorf “YES”“NO” AND “DO NOT KNOW”
143 x47
290 = 23
93x47

xxxvii
290 15
54 x 47
290 = 9
GULDER
143 x 65
290 32
93 x 65
290 = 21
54 x 65
290 12
STAR
143 x 69
290 = 34
93 x 69
290 22
54 x 69
290 = 13
“33”“YES”“NO” AND “DO NOT KNOW”
143 x 56
290 = 28
93 x 56
290 18
54x56
290 = 10

xxxviii
Using 5% level of signification and the degree of freedom.
= (r-1) (c-i)
= (5-1) (3-1)
= 4x2
=8
x2 + = 15.507

xxxix
DECISION RULE
Since the calculated value x2c 17.24 is greater than the table value x2 +
15.507, we reject null and accept the alternative which says that the pricing
strategies adopted influence the consumers over a particular brand of beer.
The promotional strategies adopted by breweries do not influence the
consumers over a particular brand of beer.

Source: field study 2021

STAR “FAVOURITE”“UNFAVOURITE”“NOT INTERESTED”
157 x 69
290

78 x 69
= 37
To get the expected frequency
RTxCT
GT
290 = 19
55 x 69
290 = 13
GOLED GUINEA

xl
157 x 53
290 = 29
78x53
290 = 14
55x53
290 = 10
BERGEDORF
157 x 47
290 = 25
78 x 47
290 13
55 x 47
290 9
GULDER
= 11
= 35
= 17
= 12
= 30
= 15
157 x 65
290
78 x 65
290
55 x 65
290
W 33#
xli
157 x 56
290
78 x 56
290
55 x 56
290 = 11

xlii
Using 5% level of significance and degree freedom
= (r-1) (c-i)
(5-1) (3-1)
4x2
x2 + = 15.507

DECISION RULE
Since the x2c 22.42 is greater than x2+ 15.507 we reject the null and accept
the alternative which says that the promotional strategies adopted by
breweries influence the consumer over a particular brand of beer.

xliii
 CHAPTER FIVE
5.0 SUMMARY, CONCLUSION AND RECOMMENDATION
5.1 INTRODUCTION
In this chapter, the findings of this study is summarized, conclusions made
and certain recommendations.
5.2 SUMMARY OF FINDING
The taste, price, promoting strategies adopted and the availability of brand
influence consumer’s behaviour towards a particular brand of beer.
These are variously, revealed by table 7, 8,3 and 4 respectively.
Also the consumer’s consumption disposition towards a particular brand of
beer is influenced by his income, the marketers of the brand to beer, and the
destructive competences gained by the products in the market.
Furthermore, consumption behaviour towards a particular brand of beer is
originally linked with consumer’s interaction network. People’s behaviour
are charged and changed by others. Hence, one drinks a particular brand of
beer as a result of influence of friends, status, and social disposition and
reference groups.
5.3 CONCLUSION
From the foregoing summary, of findings the following conclusions are
deemed imperative and worth while, certain customers are very rekindled by
the marketing programmes of some breweries but their state of economy
would not allow them to consume such brands of beer as they would have
ordinary, further still, some necessities of life make consumers to go ahead
to drink certain brand of beer (especially highly priced ones) not actually
that they are influenced by the promotional or any other marketing strategies
adopted by the breweries, but they do so to show their social class and also
as a result of influence of friends and reference groups.
xliv
Once a given attitude is developed towards a given brand of beer, it is
difficult to erase some consumers have developed negative attitude towards
certain brands of beer to the extent that they would never attempt to
consume such even if it is offered to him free of charge. In their
circumstances, they remained unperturbed to marketing strategies, leveled
towards such brand.
5.4 RECOMMENDATION
From the findings and conclusion as generated the following
recommendations are made:
Breweries should attempt to identify those common beliefs and attitudes are
rewarding and favourable some are damaging and unfavourable.
The breweries should in this regard build on those qualities of their brands
that a rewarding and favourable and then correct those factors responsible
for such damages or unfavourable attitudes and beliefs towards their brand.
This is achieved by carrying out an in-depth marketing research periodically.
Marketing experts should be employed to handle strategic marketing jobs
and activities in the company. A situation where layman in the field of
marketing are placed in sensitive marketing position does not argue well for
the company. This makes a mess of marketing as a profession. Marketing
experts are better disposed to bring professionalism, experience ad exposure
to serve the consumers well.
Be it as it may, continual appraisal of marketing programmes should be
carried out by breweries to assess how far their marketing strategies could be
in bringing their expectations to the force. This could be well achieved by
carrying out various marketing personnel.
To this end, concentration on marketing programmes alone would not
bring about the much cherished effective corporate performance. Each other
xlv
components parts of the organization should also be well articulated and
properly taken care of to accomplish the much expected corporate viability
and profitability.
In appropriate “mixture” of these various components cannot give
room to maximum performance. The researcher in this regard recommend
that breweries should adopt policies to the concept of total quantify
management (TQM).

xlvi
 REFERENCES

Engel, Y.T. et al (1978) consumer behaviour the Dryden press

Ewelnkwa V.O (1994), why consumer buy a particular brand of beer,

business times, May 20

Ferrel, O.C and Pride, W.M (1982) fundamentals of marketing Boston,

Hongton Mifflin

Garvin D.A (1987) completing on Eight Dimension of quality, harvested

business review, Nov-Dec.

Hawkins, P.1 Rest, R.J and Coney K.0 (1983) consumer behaviour
implication for marketing strategy, Texas Business Pub. Inc

Igwe M.U (1998) an analysis of beer consumption pattern in Abia state. An

MBA thesis submitted to department of marketing.

Ifezue, A.N (1990) principles of marketing Enugu, ABIC, Books and

equipment Ltd.

Kotter, p (1990) marketing management

Kotter P. and Armstrong G. (1996) principle of marketing of Ed. New Jersey

prentes hail.

Murray, K..B (1991) A test of service, marketing theory: consumer

information

Williams K.C (1981) Behavioural aspects of marketing London

xlvii
 APPENDIX 1
Department of Marketing
Federal Polytechnic Nekede
P.M.B 1036, Ovverri
Imo State
15th July, 2021.
Dear Sir,
I am a final year student of National Diploma holder of the above institution,
in the department of Marketing. I am carrying out a research on “The
evaluation of brand preference among consumers of beer in Owerri
Metropolis.

Sir, your sincere response to the attached Appendix will help me complete
the project successfully.

Be rest assured that your contribution would be prudent and strictly

academic purposes.
Thanks for your co-operation.

Yours faithfully,

xlviii
 APPENDIX ll
Please in answering the question that follows indicate possible mark (V)
where your views where they are required.
NAME OPTIMAL
OCCUPATIONS
STATUS
SEX
AGE
1) Why do you drink beer?
2) Which of the brands do you prefer most
a) “33” [ ] b) Star [ ] c) “GG” [ ] d) Gulder [ ] e) Bergedorf [ ]
3) Why do you prefer this brand of beer?
a) Quality taste [ ] b) Price [ ] c) Natural like [ ] d) Status symbol and
social status [ ]
4) How often do you consume this (these) brand(s)
5) How do you assess the effect of promotional strategy on your brand
consumption?
a) Favourable [ ] b) unfavourable [ ] c) Not interested [ ]
6) Has the price anything to do with your choice of brand?
a) Yes [ ] b) No [ ] c) Do not know [ ]
7) What do you think makes your choice of beer better than others?
8) Given that you are a regular consumer of your brand of beer what do you
think a typical consumer needs from beer?
9) What is your attitude towards beer drinking?
a) favourable [ ] b) unfavourable [ ] c) indifferent [ ]
10) Have you ever changed from consuming one brand in preference to
another?
xlix