AN INDEPTH STUDY OF ON THE BRAND SWITCHING BEHAVIOR OF MALT DRINK CONSUMER IN ENUGU STATE FROM 2005 -2010

ABSTRACT This research work is “An Indept study on the Brand Switching Behavour of Malta Drink Consumers in Enugu from 2005 -2010”  This study tends to establish the impact of the marketing mix on the brand switching behavour of malta drinks, determine.  The factors that promote brand switching among malta drinks consumers and discover the relative strengths of the various brands enerated for this study with the selected areas.  Based in the objectives of the study two hypothesis were formulated.  The population of the study were drawn from the consumers and retailers of malta drinks in Engu.  Bourleys formular was employed to determine the simple size.   Questionnaire were used to elicit data respondents simple tables and percentages were used to analyzed data.  Based on the analysis availability or unavailability of malt drink brand and desire for now experience to taste something different.  Therefore, manufacturers should embark on an expensive and critical in house assessment of their distributional strength because there is a significant relationship between price changes or difference in malta drink brands and consumers brand switching.      TABLE OF CONTENTS Title Page Approval Page Dedication Acknowledgement Abstract Table of Contents List of Tables
CHAPTER ONE 1.0Introduction 1.1Background to the Study 1.2Statement of the Problem 1.3Objective of the Study 1.4Research  questions/  hypothesis   1.5Significance of the Study 1.6Scope  of the  study  1.7Definition of Major Terms
CHAPTER TWO Review of Related Literature Meaning of Consumer Behaviour 2.1An  overview  of branding   2.2Consumer responses  to  branding  2.3Nature  of brand switching   2.4Malta drinks brand  switching   in Nigeria   2.5Definition  of  consumer  behaviour  2.6Factors influencing  consumer  behaviour   2.7A  perception  model  2.8Maslow’s  hierarchy  of needs    CHAPTER THREE Research Methodology 3.1Sources of Data 3.2Primary  data   3.3Secondary  data  3.4Population  of  the study   3.5Sample Size Determination and  sample  techniques  3.6Sampling Technique 3.7Research Instrument  3.8Validity/Reliability of responses   3.9Questionnaire   3.10Method of  data Analysis 3.11Limitation  of the study 
CHAPTER FOUR Data Presentation Analysis and Interpretation  4.1Presentation,  Analysis and  interpretation data  4.2Testing of Hypothesis
CHAPTER FIVE Discussion  of Findings, Recommendation and Conclusion 5.1Summary  of  findings  5.2Recommendations 5.3Conclusion Appendix