OKOLO Amaka Nwakego* & KALU Alexanda Ogbonna Udu
Marketing Department, College of Management Sciences,
Michael Okpara University of Agriculture Umudike
*For corresponding author: okoloamaka69@yahoomail.com
Abstract
This study examined the critical success factors of brand among consumers and those factors that influenced brand preference or choice. It ascertained the level at which some seasonings cubes were preferred over others and determined how much brand name, brand quality / taste, price, brand loyalty, past experience with brand, packaging and media advertisement influenced consumers on their brand preference and choice. The study used quantitative approach of data collection. The survey which dwells on the use of questionnaire was used to collect data from 300 households. We analyzed brand among consumers and factors that influenced brand preference from the perspective of Engel, Kollat and Blackwell Model, which describes a consumer‘s decision process and how decisions are made when choosing from a list of alternatives. The study found out that Knor and Maggi are leading relatively among households. Of all the factors that influenced a consumer‘s brand choice, it was found out that there was a more significant relationship between consumer brand preference of seasoning cube and brand quality/taste and past experience with the brand. It was recommended that both companies should continue in their struggles to stay afloat in the competitive market by continuous use of various tools including advert, pricing, personal selling, activation, distribution network, quality control and sales promotional activities.
Keywords: Brand Preference, Brand Equity, Brand Loyalty, Brand Name, Consumer Buying Behavior
