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AN APPRAISAL OF THE
FACTORS THAT INFLUENCE CONSUMER CHOICE FOR CIGARETTE BRANDS
ABSTRACT
This study is no the appraisal of the factors that influence
consumers choice for cigarette brands in Enugu metropolis The research
instrument which will be used for data collection are mainly questionnaire,
structured and unstructured interview.
The needed data
will be collected from the respondents. The data collected in five (5)
districts will be tabulated into
frequencies and percentages, chin square statistics will also be used to
analysis and test various hypothesis.
However, the
conclusion of the study will be that if will help firms to determine the things
required of them so as, to complete favorably in the industry.
The write-up is
divided into three chapter the first character, introduced the general
background of the study, the problems, importance, and definition of the terms.
Chapter two,
discussed on the literature review, the origin, school of thought, and
different method of studies the problems.
Finally chapter,
three is the conclusion where data presentation, Analysis Recommendation and
Reference.
CHAPTER ONE
INTRODUCTION
1.1 GENERAL
BACKGROUND OF THE STUDY
Cigarette come into this country in the year 1912 through
U.A.C. stores which was a member of British American tobacco company (BAC)
although cigarette had been in existence in Nigeria but, it is of crude types
such as cut tobacco and ground tobacco including snuff etc.
Consequently, in
1937, A full scale factory was established by British American tobacco in
Ibadan and was modernized in 1948. But in
1951, Nigeria tobacco company (N.TN. or BxT LTD) was incorporated to
succeed British American Tobacco. On 31st January 1990, the Nigeria tobacco
company tobacco company PLC during . Her 40th Annual general meeting held in
Logos it became a public company in 1960 extending store ownership to Nigeria.
Presently, in
Nigeria not less than twenty brands are in existence. The brands are
categorized into two ways in (NTC) it is called transit brands and domestic
brands. Just the same as saying imported and domestic brands.
1.2 PROBLEM (S)
OF STUDY
The statement of problems in this research work is as follows:
1. To determine
what brands of cigarette is chosen in Enugu
metropolis
2. What factors
determine the choice of brand of cigarette in Enugu metropolis
3. Cigarette
organization are also confronted with the desk of determining; if foreign
brands of cigarette are preferred compared to locally manufactured brand.
1.3 PROBLEM (S)
THAT THE STUDY WILL BE CONCERNED WITH
This covers the whole
appraisal of the factors that influence consumer choice for cigarette brand
within Enugu metropolis with particular reference to any of this brand of
cigarette St. Moritz,Benson and Aledges, sweet method maris, life, consulate,
heritage, malboro, delta , high society, link, green spot, three rings land B
Gold leaf etc.
1.4 THE
IMPORTANCE OF STUDY THE AREA
This study is important that it will enable the manager of
the various cigarette firms to identify the factors that include the consumers
to accept their products.
Consequently, the consumer will benefit from improved qualify
of there cigarette through the satisfaction of their needs and wants
Again, through the identification of these variables and when
they are well blended, it will give rise to the growth of there firms.
Furthermore, this research will assist the entire country
because when industries, improve the qualities of their product. It will call
for exportation thereby generating foreign exchanged which will help in reining
the country economy.
However, the country will also recognized as one of these
national in African continent that manufacture of produces high quality brands
of cigarette that compete favorably with foreign cigarette in the market
.
1.5 DEFINITION OF
IMPORTANT TERMS
PRICE: The term “price”
has many other synonyms such as
tuition, interest, rent, fees wages etc. Depending on the nature of transaction
(Kotter 1998) All these stand for what a consumer pays for a product or
services. Kent .B Monroc, (1990) define pricing as the amount of money we must
sacrifice to acquire smoothing which we desire .
ADVERTISING:
The American management Association (AMA) define advertising as any form
of non-personal presentation and promotion of ideas, goods and services by an
identified sponsor.
BRAND: branding is the use
of a name term, symbol of design or a
combination of these to identify a
product. If also included the use of brand name, brand mark and practically all
other name of product identification
1.6 CHAPTER
REFERENCE (USING APA METHOD)
Har wood, (1996);
Golden management London; Newman ltd pg 881
Harbert ,A.S.(1996);
Administrative Behaviour, New york; macmillian
publishers ltd pg 529
Gilbreth, L.M.(1999);
The psychology of management, New york,
macuilla
publications pg.15-24
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