ANALYSIS OF CONSUMER PRODUCT ACCEPTANCES ON BRAND LOYALTY
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ANALYSIS OF CONSUMER PRODUCT ACCEPTANCES ON BRAND LOYALTY
CHAPTER ONE
Satisfying wants has largely taken the place of meeting basic physiological necessities in today’s economy. However, this has exposed Nigerian consumers—who are growing more and more enlightened every day due to their circumstances, education, and awareness—to a variety of influences and elements that encourage them to embrace a product or form brand loyalty.
According to Kotler and Armstrong (2008:143), psychological elements like motivation, perception, learning, personality, attitude, and belief shape and impact a consumer’s attitude towards a product. Certain product attributes, such as style, quantity, quality design, colour, packaging, and labelling, also have an impact on consumers.
Nebo and Onyeke (2000:65) continued where they left off, highlighting seller-centered elements as image, credibility, price, advertisement, and sales promotion. A consumer’s purchase decisions are also influenced by situation-centered factors, which include things like age, income, social group or reference group, favourable brand attitude, and so on.
In the end, marketing is the art of generating, luring, and retaining profitable clientele. To turn infrequent buyers into brand devotees, routines need to be strengthened by appealing to the factors that influence consumer purchase behaviour, as these are the key factors that determine whether a product succeeds or fails.
In light of this, manufacturers of consumer goods place a high value on customer approval, preference, and loyalty. Remarkable and prosperous businesses have capitalised on this by cultivating a devoted following of customers who are less susceptible to pricing adjustments and aggressive marketing. These customers are prepared and eager to look for their preferred brand.
The researchers’ strong desire to personally look into and understand the reasons behind the success of “STAR LAGER BEER,” the first locally brewed beer in Nigeria, served as the primary inspiration for the study’s topic. Buy Star Brew and Bottles. When young people discuss beer, Nigerian Breweries PLc is always mentioned and immediately comes to mind.
Until this research study is through, people will continue to wonder why “star Lager Beer” is the most popular beer in Nigeria.
1.2 STATEMENT OF THE PROBLEM
Today’s business environment is dynamic, competitive, and demanding; a company’s ability to survive depends heavily on how well its products are accepted and preferred by customers.
Furthermore, it is impossible to overstate how unpredictable and fleeting customers are—studies have proven that they are more sophisticated than machines.
Consumers are become more logical and speculative in their purchasing every day, ready to part with their hard-earned cash for goods they feel will maximise their utility and offer value.
It’s interesting to note that, despite all of these uncertainties, one business and one product have managed to rise to the top by establishing a lasting impression on Nigerian beer customers.
Nigerian Breweries plc, the producers and distributors of “STAR,” is deserving of celebration. The first locally produced beer in Nigeria, STAR is the only one that is thought to have become a national symbol.
As per Mr. Woulter Fijnaut, the marketing director of NB PLC, star holds approximately 80% of the market share. These undoubtedly indicate that a star enjoys a broad base of support and allegiance from customers.
The study’s justification, which will help uncover further hidden aspects impacting customer acceptance and preference for this brand, is what accounts for STAR Beer’s extraordinary performance in comparison to other alcohol brands.
1.3 Objectives Of The Study
The study aims to ascertain the reason(s) behind consumers’ widespread acceptance and preference for star lager beer over competing brands.
ii. assess the impact of promotion in a competitive marketing environment.
iii. establish whether quality increases consumer acceptance and loyalty to a brand.
iv. assess the potential influence of packaging and branding on consumer loyalty to a specific brand.
v. identify additional factors that provide a product with an advantage over competing brands.
vi. make necessary recommendations based on the findings.
1.4 HYPOTHESES IN RESERVE
Ho: The rate at which star lager beer is drank and bought is unaffected by its dominant position.
Hello: The rate at which star beer is drunk and purchased is influenced by its leadership position.
Ho: Star Beer’s brand acceptance and loyalty are unaffected by the marketing and sales push.
Ho: Star Beer’s brand acceptance and loyalty are influenced by the commercial and sales promotion.
Ho: Star beer’s flavour and quality have no beneficial effect on consumers’ acceptance of and willingness to purchase the product.
Ho: Star Beer’s flavour and quality have a beneficial impact on consumers’ acceptance of and willingness to purchase the product.
1.5 RESEARCH QUESTIONS
The following questions are intended to be addressed by the research.
1. Do branding and packaging affect consumers’ acceptance of and loyalty to a specific product?
2. Do marketing campaigns affect customers’ approval of and fidelity to a specific product?
3. Do social and psychological variables affect consumers’ adoption of and fidelity to a specific brand?
1.6 SCOPE OF THE STUDY
The focus of the study is consumer acceptability and loyalty to a product; Nigerian Breweries Plc (NBL) manufactured and bottled STAR LAGER BEER as the study’s product.
For the study, shoppers and merchants in the Enugu metropolitan were employed.
The survey encompassed the following areas: Abakpa, Uwani, New Layout, and New Heaven G.R.A. Independence design.
1.7 SIGNIFICANCE OF THE RESEARCH
Hopefully, Nigerian Breweries Plc’s (NBL) marketing department will greatly benefit from this research study. It will serve as a useful manual for maintaining their market share.
Additionally, the study will show that marketing and sales promotion, in particular, continue to be a flexible and vital instrument when it comes to consumer acceptance, loyalty, and preference for one product over another—while also acknowledging the significance of branding.
Lastly, the study will be a valuable reference and an excellent source of secondary data for academics studying this subject in the future.
1.8 REGRETIONS REGARDING THE STUDY
There are typically several obstacles in the way of collecting all the data required for a research study. Throughout this effort, the researcher ran across a number of issues.
First of all, a few customers believed that the researchers were Nigerian brewery employees and would always ask for a gratuity before agreeing to fill out the survey.
Second, although the researcher was eventually provided with essential materials, he was unable to enter AMA Breweries because of a bureaucratic delay.
Ultimately, the project was also hindered by funding and time constraints.
1.9 DEFINITION OF TERMS
According to Socrates (470–399 BC), the definition of terms is the first step towards wisdom.
i. PURCHASER
A customer is someone who makes a purchase or avails a service. In contrast to individuals or groups who buy and use goods and services for commercial, business, organisational, governmental, or institutional purposes, Onyeke and Nebo (2000:42) defined consumers as people acting as individuals or in small groups who purchase goods and services to satisfy their personal and household consumption needs.
ii. Goods
According to Kotler and Armstrong (2008:225), a product is anything that can be made available to the public for purchase, usage, attention, or consumption with the intention of meeting a need or want.
Products are not limited to material items.
Product, in its widest sense, will encompass tangible items, services, occasions, people, locations, organisations, concepts, or combinations of these things.
iii. PERSONAL GOODS
Now that the terms “consumer” and “product” have been established, consumer products are goods and services that the ultimate consumer purchases for their own use or consumption. These products are further categorised according to the methods by which customers purchase them.
– The consumer product line consists of the following: shopping, specialty, convenience, and unsought items.
iv. BRAND
A brand is any name, word, sign, symbol, or design, or a combination of these, that is used to identify and set one seller’s or group of sellers’ goods and services apart from those of rivals, according to the American Marketing Association.
v. Loyalty to a brand
The ultimate goal a corporation sets for a branded product is brand loyalty. Brand loyalty was described by Nancy and Hofmann (2007: File C5–54) as a consumer’s inclination to purchase a specific brand within a product category.
It happens because customers believe the brand provides the appropriate product attributes, aesthetics, or calibre of work at the appropriate cost.
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