ABSTRACT
This study on the consumer
preference for toothpaste brands in Enugu
metropolis Enugu
state is intended to closely understand how consumers make their brand choice.
The objective of the study
is as follows: to find out the major factors that influence consumers
preference of toothpaste brands.
To identify consumers
preference for toothpaste brands.
To determine the retail
outlet preferred by consumers.
To determine the
attributes that will influence consumer to prefer one brand of toothpaste to
another.
An intensive literature
review was carried out. A convinced
stratified sampling technique was used.
Questionnaire administered, out of 210 questionnaire distributed (180)
completed ones were returned.
The data from the 180
respondents were presented in tables and then analysed. On analyzing the data, the following results
were arrived at:- it was realized that
price, quality and taste which ranked 1st to 3rd are the
major factors influencing consumers preference of toothpaste brands.
It was realized that out
of eight brands of toothpaste listed, 3 ranked positive to show consumers
prefer them more than others.
It was also realized that
consumers prefer buying the brand of their choice in and open market followed
by Kiosk, super market and lastly provision store. And finally the major attribute consumers
prefer is packaging.
TABLE OF CONTENTS
Title page i
Approval page ii
Dedication iii
Acknowledgement iv
Abstract v
Table of contents vii
CHAPTER ONE
1.0 Introduction 1
1.1
Background of the study 1
1.2
Statement of problem 6
1.3
Objective of the study 6
1.4
The significance of the study 7
1.5
scope of the study 7
1.6
Research question 9
1.7
Definition of terms 10
CHAPTER TWO
2.0 Review of related literature 12
2.1
meaning of the sample tools used 12
2.2
Consumer behaviour 13
2.3
External Determinant of Consumer
behaviour 15
2.3.1
Cultural factors 15
2.3.2
Personal factors 21
2.4
Psychological factors 24
2.4.1
Marketing mix programme of
toothpaste 33
2.4.2
Product strategies 34
2.4.3
Price strategy 35
2.4.4
Product Availability 38
2.5
Adoption process and the diffusion
of innovation 40
2.5.1
Adoption categories 41
2.5.2
Consumer preference 43
2.5.3
Brand and customer loyalty 45
2.5.4
Types of Brand loyalty 47
2.5.5
Brand switching by customers 48
2.6
Summary of the related problem 50
CHAPTER THREE
3.0 Research methodology 52
3.1
Research Design 52
3.2
Area of the study 52
3.3
Population of the study 53
3.4
Sample and sapling procedure 54
3.5
Instrumentation 54
3.6
Validation of instrument 55
3.7
Reliability of the instrument 55
3.8
Method of administration of
instrument 55
3.9
Method of data analysis 56
CHAPTER FOUR
4.1
Data presentation and Result 57
4.2
Summary of Result 62
CHAPTER FIVE
5.1
Discussion of Results 64
5.2
Conclusion 65
5.3
Implication of the Results 66
5.4
Recommendation 66
5.5
Suggestion for further research 67
5.6
Limitation of the study 67
References 68
Appendices. 70
CHAPTER ONE
INTRODUCTION
1.1
BACKGROUND OF THE STUDY
Many business firms are struggling hard to know who buys and consumes
their products, where they are located, how they buy, when, from whom else they
buy and why, equally, why people do not buy a particular product from certain
persons, organizations, and stores inspite of all the marketing strategies
applied by such firms to attract these consumers. The center point of all the daily activities
of all business organization as an individual, organization or institution who
purchase and makes use of the product (goods and service) offered for sale in
the business firm. In this definition,
we can understand that a consumer is one who consumers or uses the product
(goods and services) offered for sale in the business firm. In this definition, 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 has been recognized and the reasons why, how and when as
well as where they buy or not buy from, the future buying decision, are now
fully integrated into the daily business function of every enterprise, this is in much recognition of the marketing
concept and consumers sovereignty in recent time by many firms who comes to
realise that the consumers needs are satisfied.
the consumer is now at the centre point of every business attention, as
the period of fast and hard selling is giving way to the much recognition of
the consumer as the king or one who does no wrong and one whose existence and
need satisfaction is the major reason why many business organisations are in
business in the first instance.
It is important also to note that when a manufacturer provides a product
he does so in anticipation of profit. In
marketing profits are usually made through the satisfaction of the needs and
wants of the ultimate consumers.
However, it is not enough to know what a buyer wants. An inquiry should also be made to find out
why the buyer wants a particular product.
In view of these facts on the obligation of the manufacturers,
wholesalers and also the retailers to lean as a much as is economically
feasible about the major factors that influence consumers buying
behaviour. This is an important factor
in planning of all marketing activities, which among others include establishing
of advertisement and selling appeals in such a manner that consumers desires,
taste and preferences can be met
satisfactorily by marketing efforts.
Brand choice which implies selecting one brand over a set of possible
alternatives is an area of consumer behaviour which has received considerable
attention by manufacturers and markets alike.
Infact the concept of brand choice seems to be important according to
parker 1979 vol 4p.4. It can result in
the difference. According to Walter G.C
(1974 pg 180), he argued that the consumer is simultaneously influenced by
physiological and psychological factors have to do with the individual
feelings, biases and emotionsâ€. He also
said that some more important factors influencing a persons preference are
subjective satisfaction consumer needs, fast experience, product availability
and product or brand price.
Moreover, Maranyama and Manku (1975) vol. 39 p.5) said that a consumer
appears to make his purchases decision among the brands in his “Evoked
setâ€. Thus a seller must organize his
effort in such a way that his particular brand is positioned with these
selection in the buyers cognitive field.
Cambell (1973, p. 243) has also defined evoked set as “The act of
alternative brands of product which the buyer actually consider when making
specific brand preferenceâ€. In other
words, awareness of whom customers are and how they behave or likely to behave
is very essential for effective marketing and success depends upon correctly
predicting consumers brand preferences.
Morden A.R.S (1991) point of view, the influence of product attribute
people purchases beahviour is determined by a whole series of behavioural
factors which are used to explain why buyers need and or want certain
products. The marketers must understand
why people want or need a product so he can group or (segment) different people
according to those reasons for purchase.
Also attributes such as price, package, design and level of awareness
also influence brand preference of products.
People may also seek for the benefit that product provides rather then
products themselves. Consumers may also
consider the available alternative from the vantage point of the usage context
with which they experience the specific application they are considering.
In Nigeria
today, the range of toothpaste products ahs continued to increase
steadily. Some of the brands we have in
the market today are:
i.
Close up
ii.
MacLean
iii.
Aqua fresh
iv.
Holdent
v.
Snow-white
vi.
Daily need
vii.
Colgate
viii.
Dedigent
ix.
Crest etc.
With these multiplicity of brands, coupled with the increased volume of
production and availability of the product, there is the tendency for stiff
completion in the market.
Also consumers are more or less confused on which brand to patronize.
1.2
STATEMENT OF PROBLEM
1.
To find out the major factors that
influence consumers preference of toothpaste brands.
2.
to identify consumers preference
for toothpaste brands.
3.
to determine the retail outlet
preferred by consumers.
4.
To determine the attributes that
will influence consumer to prefer one brand of tooth paste to another.
1.3
OBJECTIVE OF THE STUDY
1.
To find out the major factors that
influence consumers preference of toothpaste brands in Enugu metropolis.
2.
To identify consumers preference
for toothpaste brands in Enugu
metropolis.
3.
To determine the retail outlet
preferred by consumers.
4.
To determine the attributes that
will influence consumers to prefer one brand of toothpaste to another.
FORMULATION OF HYPOTHESIS
Ho Consumers are satisfied with
a particular brand of toothpaste.
Hi Customers are not satisfied
with the qualify.
Ho customers are satisfied with
the price of toothpaste,
Hi Customers are not satisfied
with the price of toothpaste brands
Ho Customers are not satisfies
with the taste of toothpaste
Hi Customers are not satisfied
with the colour of toothpaste.
1.4
THE SIGNIFICANCE OF THE STUDY
The reason why the researcher is conducting the study is not only to
satisfy the academic requirement for the award of certificate but to attempt to
find out the factors that influence consumers preference, Consumers brands,
retail outlet and attributes that will influence consumer to prefer one brand
to another and as a result increase sales or at most maintaining the market
share in the light of all variety of brands and fair competition in a dynamic
world. There is growing competitive activities, consumers
education and discontents. The average
customer is aware of his right and expect value for his money. As a result of this, the work will gather all
implication of good corporate image and effective customers satisfaction as
opposed to ill will and the role of customers orientation and the factors that
influence the customers preference of toothpaste brands. Other students seeking to do some work in
this field of consumers preference will find this invaluable. However, the researcher strongly believe that
the study is timely now, that a lot of people is not satisfied with the brand
of toothpaste they use. And also
introduction of new products in the market.
This study will help the researcher to find solution to the problem of
consumers in preferring a particular brand of product and also form basis for
further research of the topic.
1.5 THE SCOPE OF THE STUDY
This study is restricted to consumers which is with particular reference
to consumers preference in Enugu
metropolis as a case study. The
researcher also will be limited to factors that influence consumers preference
of toothpaste brands which involves the price, product, attributes, packaging
and image.
The researcher limited herself to Enugu
metropolise using Obiagu road, Owerri road, ugbene street, river lane, Egbonnaji street, Chime Avenue and
okpara Avenue.
The scope also considered preference as how it creates and affects
selection in buying.
1.6 RESEARCH QUESTION.
To guide this project work, for question were formulated to ensure
clarity from the questionnaire.
1.
To find the major factors that
influence consumers preference of toothpaste brands.
2.
To identify consumers preference
for toothpaste brands and retail outlet preferred by consumers.
3.
To determine the attributes that
will influence consumers to prefer one brand of toothpaste to another.
1.7
DEFINITION OF TERMS
Brand name: this is that part of a product which can vocalize the
utterable (Pcoker 1979, vol 4 p. 4)
Brand: A name, term, sign, symbol or design or a combination of
them intended to identify the goods or services of one seller or group of
sellers and to identify them from those of competitors. Parker (1979 vol. 4p
.4)
Consumer: individual and household that buy products for personal use.
Orice motivator: one who considers price at the time of choosing a brand.
Product: something capable of satisfying a want
Consumer preference: collective scales device to indicate relative levels
of preference for available goods and services
Brand preference: a preference or
choice of a particular type of toothpaste
over others.
Evoked set: the set of alternative
brands of products which the buyer actually considers when marking brand
preference. Maranyama and manku (1975
vol. 39 p.5) Advertisement: An effort to bring to the notice of the consumers
the existence of a product.
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