Tag Archives: Consumer preference

Impact of Branding on Consumers Preference for Distilled Liquor in Abeokuta (Published)

Expansion in the Nigerian liquor market gives consumers the opportunity to choose from among competing brands. In spite of this freedom, consumers buy at least a brand while firm work assiduously to ensure their brand is preferred over competitors’.The research investigated the impact of branding on preference for distilled liquor products in Abeokuta metropolis. The aim is to determine how brand name and image affect consumers’ choice of a brand of distilled liquor. The research is a descriptive survey. It obtained a sample of 200 consumers of distilled liquor across twenty (20) alcoholic consuming spots in Abeokuta. A multistage sampling was adopted in the selection of respondents and Ordinary Least Square Regression as the analytical technique. It is found that demographic factors such as age, educational qualifications and occupation are statistically significant to determine consumption of alcoholic liquor (p-value < 0.05).  It is also found that brand name and image significantly enhance consumer preference for distilled liquors in Abeokuta (p-value < 0.05). Brand name is however considered to be a paramount reason for consumption of these liquors. The study then recommends that since consumer cannot measure the differences among variety of liquors in term of value, distilling firms should build its strength around the name of the product to suit consumer orientation.

Keywords: Brand Image, Brand name, Consumer preference, distilled products

Cultural Value Orientations and Satellite Television Preference in Nigeria (Published)

Culture comprises the whole complex of distinctive spiritual, intellectual and emotional features that characterize society, our thought about life, and our ideas. Culture shape the way we see world; it has capacity to bring about the change of attitudes needed to ensure peace and sustainable development which is known as the only possible way forward for life on planet earth. Considering the prominence of Satellite television as a virtual medium, this study sought to know the influence of media imperialism and the claim that it has affected and undermined local Nigerian norms and values. More so, this study examined the cultural value orientation and satellite television preference in the south-western states of Nigeria, the region that is fully immersed with her culture. It specifically examined how satellite television has affected the knowledge, belief, art, morals, law, customs and any other capabilities and habits acquired by Nigerians as a member of the society. The research methodology utilizes descriptive statistics with a self-designed questionnaire used to elicit information from a sample of 180 respondents.  The formulated hypotheses were tested at 0.05 level of significance using multiple regressions. The findings of the study revealed that the relationship between satellite television preferences and cultural value orientation is high, positive and statistically significant. It was therefore recommended among others that television operators and producers should revamp the culture through interesting educative programme.

Keywords: Consumer preference, Nigeria, cultural value orientations, satellite television

Survey of Tilapia consumption in Benue State Nigeria: A case study of Makurdi Metropolis (Published)

This study examined and verified the interest of consumers on Tilapia consumption in makurdi metropolis Benue state. 50 structured questionnaires were used by random sampling techniques to collect Data from respondents. Statistical analysis was carried out using frequency distribution and statistical packages for social sciences (SPSS) the study reveals high consumers preference for Tilapia consumption, it was observed that family size and educational level have a significant positive effect on consumption of Tilapia. The result also revealed significantly high (p<0.05) tilapia consumption among married (60%) and students (48%). Family size of 6-10 accounted for 26% while 1-5 made up 18% consumption levels respectively. Fourteen percent (14%) of the study shows that tilapia consumption is high in Makurdi and can contribute to the economic growth of Benue state and Nigeria at large. Therefore, fish farmers should engage themselves in production of tilapia for improved wellbeing and overall benefits of farmers, marketers and the nation.

Keywords: Consumer preference, Consumption, Survey, Tilapia

Effect of Price and Non-Price Attributes of Broiler on Consumer Preference for Ghanaian and Imported Broiler Meat in Ghana (Review Completed - Accepted)

The tradeoff between preference for Ghanaian and imported chicken was studied using a choice based conjoint analysis. A total of 138 respondents who were directly purchasing broiler products were drawn randomly from both traditional and modern markets for inclusion into a revealed preference data collection. A conditional logistic regression model was used to estimate the part-worth of attributes of both Ghanaian and imported broiler. The results show that taste is the most important attribute and thus, provides consumers of Ghanaian boiler meat the highest utility. For imported chicken, convenience provides consumers with the highest utility as imported chicken is primarily offered as pre-cut pieces. Preference for imported chicken over Ghanaian chicken was not entirely based on price but also non-price attributes such as convenience, freshness and origin of the imported product. The most important attribute that consumers consider in making their purchasing decision is the convenience associated with product use. Based on the findings, there is an opportunity to market Ghanaian chicken on attributes in addition to price such as convenience and origin. To take advantage of this opportunity, investment in the domestic poultry industry is required. The study further finds the environment where Ghanaian chicken are sold will need to be improved to erase consumers’ perception of poor product freshness.

Keywords: Broiler attributes, Choice based Conjoint Analysis, Consumer preference