THE EFFECT OF ADVERTISING ON CONSUMER PREFERENCE PATTERNS FOR MALT DRINKS IN ENUGU METROPOLIS (A COMPARATIVE STUDY OF GUINNESS MALTA AND AMSTEL MALTA)
The research work titled “The Effect of Advertising on Consumer Preference Patterns for Malt Drinks (A Comparative Study of Amstel Malta and Guinness Malta) in Enugu Metropolis, was carried out with objectives.
To determine how advertising has affected the decision to buy, Guinness Malta or Amstel Malta. To determine the brand of malt that is more available than the other and the consumer demand for it. To suggest ways the companies should follow to make better progress in boldling their brands and for them to satisfy their customers effectively and to maximize profit.
To achieve the above objectives, related literature were reviewed on consumer preference patterns for malt drinks. In addition primary and secondary data were collected to solve the research problem, and questionnaires were used as research instruments.
The population of study comprised the consumer’s distributors and the management and relevant staff of both Guinness and Amstel Malta Companies in Enugu Metropolis.
The researcher used census survey on management and relevant staff because the population under study was small, while Topman’s formula was used to determine the sample size for consumers and the distributors.
In organizing and presenting the data collected, tables, frequencies and percentage were used, while hypothesis were tested with Z score.
Based on the analysed data, the following findings were made.
The consumers in Enugu indicate that the price of Amstel is higher than that of Guinness. Ø They also observed that advertising helps to create awareness of both products. Ø Consumers are more satisfied with the advertising that leads to purchase of Amstel than Guinness.
Based on the findings, recommendations were made.
- Both companies should engage in advertising strategy that are effective and other promotional activities that appeal to consumers for efficient and effective goal achievement.
- The two companies should maintain continuous availability of their products.
- Nigeria breweries Plc should reduce the price of their product order to attract more customers.
- Guinness should look into the advertising that leads to more purchase of their product.
- If the above suggestions and recommendations are effectively and efficiently implemented, both companies will experience a profound change in their advertising performance and consumers will be better served.
TESTIMONIES FROM OUR CLIENTS
Please feel free to carefully review some written and captured responses from our satisfied clients.
"I love what you guys are doing, your material guided me well through my research. Thank you for helping me achieve academic success."
"researchwap.com is God-sent! I got good grades in my seminar and project with the help of your service, thank you soooooo much."
"Sorry, it was in my spam folder all along, I should have looked it up properly first. Please keep up the good work, your team is quite commited. Am grateful...I will certainly refer my friends too."
"Am happy the defense went well, thanks to your articles. I may not be able to express how grateful I am for all your assistance, but on my honour, I owe you guys a good number of referrals. Thank you once again."
"My Dear Researchwap, initially I never believed one can actually do honest business transactions with Nigerians online until i stumbled into your website. You have broken a new legacy of record as far as am concerned. Keep up the good work!"
"WOW, SO IT'S TRUE??!! I can't believe I got this quality work for just 3k...I thought it was scam ooo. I wouldn't mind if it goes for over 5k, its worth it. Thank you!"
"I did not see my project topic on your website so I decided to call your customer care number, the attention I got was epic! I got help from the beginning to the end of my project in just 3 days, they even taught me how to defend my project and I got a 'B' at the end. Thank you so much researchwap.com, infact, I owe my graduating well today to you guys...."
"My friend told me about ResearchWap website, I doubted her until I saw her receive her full project in less than 15 miniutes, I tried mine too and got it same, right now, am telling everyone in my school about researchwap.com, no one has to suffer any more writing their project. Thank you for making life easy for me and my fellow students... Keep up the good work"
"I wish I knew you guys when I wrote my first degree project, it took so much time and effort then. Now, with just a click of a button, I got my complete project in less than 15 minutes. You guys are too amazing!."
"I was scared at first when I saw your website but I decided to risk my last 3k and surprisingly I got my complete project in my email box instantly. This is so nice!!!."
Then your comment and contact will be published here also with your consent.
Thank you for choosing researchwap.com.