ABSTRACT
This research work is a study of consumer brand preference for soft drink
beverage drinks in Enugu metropolises. A case study of coke, sprite, Pepsi
cola and Seven-up the products of Nigerian bottling company plc and Sevenup
bottling company plc—the two giants in non alcoholic beverage industry
the world over.
However, the study investigated into most of the main factors responsible
for the preference of one brand of product over another. Hence, price,
constant availability, promotion {advertising}, role of middlemen, attitude
of the sales personnel, etc as they affect brand preference were explored.
To achieve this, two tentative hypotheses were made to guide the researcher
in the course of exploring the subject. The researcher made use of both
primary and secondary sources for data used. Hence, the responses of
respondents as contained in the questionnaires distributed, the present and
past records of Nigerian bottling company plc and that of Seven-up bottling
company plc as related to the literature of this study, Marketing textbooks,
journals, magazines and unpublished research works of some scholars.
Furthermore, in the methodology, the researcher made use of method of
research, determination of population and sample size, sapling technique,
instrumentation, validation and reliability of instruments, method of
administration of instruments, and method of data analysis to obtain reliable
information with regards to the study.
Survey via interview using questionnaires was carried out with the Sales
executives or managers of Nigerian bottling company plc and that of Sevenup
bottling company plc, the distributors and consumers of soft drink
beverages in Enugu metropolises.
Data collected were consequently analyzed using tables, pie charts, and bar
charts. Thereafter, the hypotheses formulated were statistically tested by the
use of Binomial test.
