British Journal of Marketing Studies (BJMS)

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Consumer preference

Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria (Published)

The purpose of this study was to provide a description of fast-food consumers, analyze their preferences, determine the adequacy of current packaging material, and recommend improvements in media vehicles and promotional strategy. A sample of 172 consumers entering De Choice Fast Food in Uyo Metropolis, were conveniently selected, while descriptive statistics was used in analyzing the data obtained. Findings showed that De Choice Fast Food consumers were predominantly resident in Uyo metropolis, singles, more males than females with some levels of education, relatively young people with average incomes. Of all the consumers, those who liked De Choice Fast Food products thought it was tasty, with great value while those who had complaints said their price was on the high side but that the foods/snacks were spicy. Furthermore, the findings showed that consumers prefer white transparent clear plastic packaging to other materials and that they consider De Choice Fast Food location, parking space and interior to be adequate. More so, they love a variety of music like gospels, pop, rock and traditional music and are mostly reached through De Choice bill boards. From these findings, we concluded that most of the consumers of De Choice Fast Food products were average income earners, quite young and enterprising men and women; the foods were of good taste and great value and billboards were the most effective means of reaching most of the consumers. Based on this, we recommended that a complete repackaging of their service strategy be revisited through process engineering of key service areas. 

Citation: Abasiama Mfon and Imoh Uford (2022) Consumer Preference Survey of De Choice Fast Food in Uyo Metropolis, Akwa Ibom State, Nigeria, British Journal of Marketing Studies, Vol. 10, Issue 2, pp.13-34

Keywords: Consumer preference, Nigeria, Uyo-Akwa Ibom State, choice fast food

Impact of Branding on Consumers Preference for Distilled Liquor in Abeokuta (Published)

Expansion in the Nigerian liquor market gives consumers the opportunity to choose from among competing brands. In spite of this freedom, consumers buy at least a brand while firm work assiduously to ensure their brand is preferred over competitors’.The research investigated the impact of branding on preference for distilled liquor products in Abeokuta metropolis. The aim is to determine how brand name and image affect consumers’ choice of a brand of distilled liquor. The research is a descriptive survey. It obtained a sample of 200 consumers of distilled liquor across twenty (20) alcoholic consuming spots in Abeokuta. A multistage sampling was adopted in the selection of respondents and Ordinary Least Square Regression as the analytical technique. It is found that demographic factors such as age, educational qualifications and occupation are statistically significant to determine consumption of alcoholic liquor (p-value < 0.05).  It is also found that brand name and image significantly enhance consumer preference for distilled liquors in Abeokuta (p-value < 0.05). Brand name is however considered to be a paramount reason for consumption of these liquors. The study then recommends that since consumer cannot measure the differences among variety of liquors in term of value, distilling firms should build its strength around the name of the product to suit consumer orientation.

Keywords: Brand Image, Brand name, Consumer preference, distilled products

Effect of Price and Non-Price Attributes of Broiler on Consumer Preference for Ghanaian and Imported Broiler Meat in Ghana (Review Completed - Accepted)

The tradeoff between preference for Ghanaian and imported chicken was studied using a choice based conjoint analysis. A total of 138 respondents who were directly purchasing broiler products were drawn randomly from both traditional and modern markets for inclusion into a revealed preference data collection. A conditional logistic regression model was used to estimate the part-worth of attributes of both Ghanaian and imported broiler. The results show that taste is the most important attribute and thus, provides consumers of Ghanaian boiler meat the highest utility. For imported chicken, convenience provides consumers with the highest utility as imported chicken is primarily offered as pre-cut pieces. Preference for imported chicken over Ghanaian chicken was not entirely based on price but also non-price attributes such as convenience, freshness and origin of the imported product. The most important attribute that consumers consider in making their purchasing decision is the convenience associated with product use. Based on the findings, there is an opportunity to market Ghanaian chicken on attributes in addition to price such as convenience and origin. To take advantage of this opportunity, investment in the domestic poultry industry is required. The study further finds the environment where Ghanaian chicken are sold will need to be improved to erase consumers’ perception of poor product freshness.

Keywords: Broiler attributes, Choice based Conjoint Analysis, Consumer preference

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