final year project topics and materials

ABSTRACT
Our pilot studies in Port Harcourt revealed there was a multiplicity of brands
of detergent in the market. This study therefore, is aimed at investigating those
attributes and factors that are likely to influence the brand choice of detergent
consumers, so that producers and marketers can correctly predict the choice patterns
of consumers.
In order to determine these attributes and factors that influence brand choice,
descriptive/exploratory research methods were used. Specifically, data were collected
via a personally distributed, structured, and undisguised questionnaire. In addition, we
held a series of unstructured personal interviews with some likely detergent
consumers, and also made some observation of shoppers. By using a cluster and quota
sampling methods, a total of 500 samples that were likely detergent consumers were
selected from six clusters within Port Harcourt, out of which 345 provided useful
responses for analysis.
The findings that emerged from the data analysis revealed that among the
seven product attributes listed, foaming was found to be dominant in influencing the
brand choice of detergent; and that demographic variable such as sex, age, and
education do not influence brand choice with respect to the foaming of the brands.
The other findings showed that the price-motivation of detergent consumers do not
influence their brand choice; and that income has no influence on brand choice with
respect to price. It was also found that consciously, advertisement does not influence
brand choice, but subconsciously, it may; and that people with whom detergent
consumers associate influence their brand choice of detergent.