ANALYSIS OF MARKET ACCESS, VALUE CHAIN AND MARKETING OF BEEF IN ABIA STATE, NIGERIA.

ABSTRACT

The study analyzed the consumer purchase behaviour of selected water in Abia State, Nigeria. In the process of the research, the population of the study consisted of respondents selected from the three senatorial zones of the state.  One local government area was selected from each senatorial zones.  From each local government, forty (40) household were selected.  The respondents were of different occupation and educational background, making a total of one hundred and twenty (120) respondents.  The instrument used to collect relevant data was structured questionnaire.  Descriptive statistics was used to analyze data on the first group of personal data; while binary logit was used to test the hypotheses slated in the study.  It was found out that age, education, quality perception, income and frequency of purchases influenced the consumer purchase behaviour of selected table water.  It was recommended that educational attainment of the respondents, should be improved upon; while the product quality and availability should be maintained, and improved upon if possible.

TABLE OF CONTENTS

Title Page - - - - - - - - - i

Declaration - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - iv

Acknowledgement - - - - - - - - v

Table of Contents - - - - - - - - vi

List of Tables - - - - - - - - - viii

Abstract   - - - - - - - - xi

CHAPTER ONE

1.0 INTRODUCTION

1.1 Background of the Study - - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Research Questions - - - - - - - 3

1.4 Objectives of the Study - - - - - - 3

1.5 Significance of the Study - - - - - - 4

1.6 Scope of the Study - - - - - - - 4

1.7 Limitation of the Study - - - - - - - 4

CHAPTER TWO

2.0 REVIEW OF RELATED LITERATURE

2.1 The Evolution of Consumer Behaviour as a Discipline - - 5

2.2 The Early Years - - - - - - - - 5

2.3 The Definition of Consumer Behaviour - - - - 7

2.4 Consumer Behaviour as part of Human Behaviour - - - 9

2.5 Consumer Behaviour as Subject of Research and Study - - 10

2.6 Consumer Behaviour and Marketing - - - - - 12

2.7  Psychological Factors Influencing Consumer Behaviour - - 14

2.7.1  Personality - - - - - - - - 14

2.7.2  Self-Concept - - - - - - - - 15

2.8 The Individual Determinants and Consumer Behaviour - - 17

2.8.1   Motivation - - - - - - - - 17

2.8.2    Perception - - - - - - - - 20

2.8.3   Learning - - - - - - - - 21

2.8.4 Beliefs and Attitudes - - - - - - - 22

2.9 Social Factors Influencing Consumer Behaviour - - - 23

2.9.1 Social Influences - - - - - - - - 23

2.9.2 Culture - - - - - - - - - 24

2.9.3 Social Class - - - - - - - - 26

2.9.4 Personal Influence - - - - - - - 27

2.10 Consumer Taste - - - - - - - - 27

2.11 Consumer Personality, Life style and Attitude - - - 28

2.12 Cultural Implications - - - - - - - 29

2.13 Abia State Table Water Market   - - - - - 29

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

3.1 Study Area - - - - - - - 30

3.2 Selection of Respondents - - - - - - 30

3.3 Method of Data collection - - - - - - 30

3.4 Data Analysis - - - - - - - - 31

3.5 Model Specification - - - - - - - 31

CHAPTER FOUR

4.0 Results and Discussions - - - - - - 32

4.1 Socio-economic characteristics of the Respondents - - - - 32

4.2 Brands of Table water most commonly consumed - - - 33

4.3 Factors Influencing the Purchase Behaviour of the Selected Table

Water Brands - - - - - - - - 34

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary - - - - - - - - 37

5.2 Conclusion and Recommendations - - - - - - 38

References - - - - - - - - - - 39

Questionnaire

TABLE OF LISTS

Table 4.1 Distribution of the socio-economic Characteristics of the respondents

Table 4.2:   Distribution of most commonly consumed table water among the respondents

Table 4.3 Estimates of the factors influencing the purchase behaviour of table water

CHAPTER ONE

1.0                                        INTRODUCTION

1.1 Background of the Study

Table water business has become a fact over the last decade.  The increasing trend in the consumption and market value explains that consumers are willing to pay a premium costs and this, while it is a product which they can get in most cases at minimal costs. Moreover, the quality of table water is still being disputed by researchers Drake (2010).  This indicates that consumers beliefs and perception probably play an essential role in their purchasing behaviour towards table water.  These psychological factors are one of the four groups of factors which influence consumer’s purchasing behavior; cultural, social, personal and psychological factors.The personal and psychological factors are subjects of this study.  This study investigates to what extent consumers beliefs and perception influence their purchasing behaviour of table water.  The relationship between the demographic factors of consumers and their purchasing behaviour of table water is also being investigated.

For a seemingly basic food product, the demand for table water has increased world-wide and has generated an impressive market share.  Due to the report Asia boosts of global table water market of Drake (2010), the table water market again had a likely increase of 4% in 2009 compared to 2008.  If this increasing trend continues, the global market forecast is to have a value of $86,421.2 million in 2011, an increase of nearly 42% since 2006.

This study analyzes the relationship between table water market and consumer purchasing behaviour.  Research and studies regarding consumer attitude and behaviour are generally a common approach in marketing methods in order to establish or acquire insight, knowledge to guide marketing activities regarding the purchasing behaviours of individuals.  Complicated it is, but understanding buyer behaviour is central to marketing management.  Just as marketing ends with consumption, so marketing management must begin with understanding customers.

Due to table water industry under pressure but drinks growth to be rebust of Ferre (2009), table water consumption has been growing exponentially since the past decade.  This growth takes place globally, but particularly in Abia State Nigeria.  The table water industry has literally created its own water culture.  For example, when one enters a supermarket or a restaurant in any country of the world, One is bound to find at least a few different brands of table water.

Table water can be defined as any product, including natural, spring or well water, taken from municipal or private utility systems or other water, distilled water or any of the foregoing to which chemicals may be added, which are put into sealed bottles, packages or other containers to be sold for domestic consumption or culinary use.  

Just like any other consumer product, table water requires thorough research regarding consumer purchasing behaviour to guide present and future marketing activities.  This is especially so, given the circumstances that the table water market is considered as one of the fastest growing markets in the beverage category.

More specifically, the market was the second largest commercial beverage category in Abia State Nigeria in 2008 surpassing fruit juices and sport drinks and only behind carbonated soft drinks.

Although there is a general understanding by consumers of table water that the product is better in some or all aspects, There are studies (Ferrier, 2001; NRDC, 2008) which concluded that this is not always the case.  This raised several questions, mainly focusing on why do customers prefer to choose an often more expensive and less comfortable product.  Studies stress several factors which determine the choice for table water.  However, due to another study (Doria, 2006) surveys usually come up with two main reasons, dissatisfaction with tap water (especially taste) and health/risk concerns.

But to what extent are these factors applicable to the Abia state market, and which (other) factors determine the purchasing behaviour of consumers toward table water in Abia State.

1.2 Statement of the Problem

Kotler (2008), argue that consumer purchases are influenced strongly by cultural, social, personal and psychological factors. Consumers’ perception and purchasing behaviour of table water in Abia State is not fully understood.  Studies regarding the Abia State setting in this area cannot be found.

1.3 Research Questions

i. What are the socio-economic characteristics of the respondents?

ii. What are the brands of table water commonly consumed in Abia State?

iii. What are the factors affecting the consumer purchase behaviour of the selected table water in Abia State?

1.4 Objectives of the Study

The general objective of this study is to analyze the consumer purchase behaviour on selected table water in Abia State, the specific objectives are to:

i. Describe the socio-economic characteristics of the respondent;

ii. Examine the brands of table water commonly consumed by consumers in the study area;

iii. Determine the factors affecting the consumer purchase behavioiur of these selected table water in Abia Sate and;

iv. Make recommendations based on the findings.

1.5 Significance of the Study

The significance of this study expresses itself by been a helpful tool for:

a. Manufacturers:  The manufacturers as the name applies produce table water from this study.

b. Retailers:  The retailers buy (wholesale) from the producers and sale directly to the consumers.

c. Marketers:  The marketers promote and advertise product to the customers.

d. Consumers:  The consumers are the last in the trend; they consume the produce as the end users.  

1.6 Scope of the Study

The study is only limited to Acquasine, Eva, Kechis, Mafo,  and Nuella table water.

1.7 Limitation of the Study

There are many limitation been encountered by the researcher during the period of getting information and that has affected this work adversely.  The first difficult task was how to combine the writing of this work and preparation of my exams.

Secondly, lack of finance and resources also restricted this research work to an extent.

Buyers has the right to create dispute within seven (7) days of purchase for 100% refund request when you experience issue with the file received. 

Dispute can only be created when you receive a corrupt file, a wrong file or irregularities in the table of contents and content of the file you received. 

ProjectShelve.com shall either provide the appropriate file within 48hrs or send refund excluding your bank transaction charges. Term and Conditions are applied.

Buyers are expected to confirm that the material you are paying for is available on our website ProjectShelve.com and you have selected the right material, you have also gone through the preliminary pages and it interests you before payment. DO NOT MAKE BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.

In case of payment for a material not available on ProjectShelve.com, the management of ProjectShelve.com has the right to keep your money until you send a topic that is available on our website within 48 hours.

You cannot change topic after receiving material of the topic you ordered and paid for.