CONSUMER PREFERENCE FOR MALTA – GUINESS, MALTINA AND VITA MALT BRANDS OF MALT DRINKS
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CONSUMER PREFERENCE FOR MALTA – GUINESS, MALTINA AND VITA MALT BRANDS OF MALT DRINKS
ABSTRACT
The purpose of this study was to identify the primary characteristics that influence customer preference for Malt – Guiness, Maltina, and Vitar Malt brands of Malt drinks, using Enugu urban consumers.
The study also looked at how customers react to various marketing elements such as pricing, promotion, product, and location to determine which tool should be prioritised by enterprises and executives who create and promote malt beverages.
To meet these objectives, the researcher gathered primary data. The data were collected utilising a questionnaire as the study instrument. The questionnaire was distributed to a variety of consumers in Enugu city.
Following a thorough examination of the data, it was determined that malt drink consumption varies by age group in Nigeria, and that businesspeople and public servants consume more than any other professional group in Nigeria. Other conclusions from this survey include the fact that malta guiness is the most liked brand among the six investigated brands.
This was followed by maltina and vita-malt. Amistel Malta has the lowest consumer brand loyalty, followed by Royal Malt. Furthermore, the survey found that,
while quality, availability, and location were considered as major variables influencing customers’ selection for a specific brand, marketing and pricing were regarded as having a negligible effect.
Following the aforementioned findings, the researcher issued the following recommendations.
First, it was suggested that malt beverage companies increase their marketing efforts to business people and civil servants. Another suggestion was that companies with poor brand loyalty re-evaluate their products to improve quality. Again, malt drink marketers are encouraged to lower their promotional budgets and instead invest in product adaptation and development.
Finally, it was suggested that malt beverage companies consider their customers to be price insensitive but quality aware, allowing them to focus less on price reducing as an effective strategy.
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