Description

ABSTRACT

This research study has been written to examine the following: To examine the actual causes of the changing phase in consumer behavioural attitudes towards, to assess the extent to which buying behaviour of consumer of Nigeria Bottling Products have charged, to suggest to the manufacturer the various ways of being consumer oriented. However, this research study is significant because the company i.e. NBC Plc will be able to realise the relatively higher patronage of its products now than before. Also, it will help consumers to know how far the company has improved on its productquality wise. For relevant response, data were collected through primary and secondary data collection methods. Oral interviews was also held with some respondents. The main secondary sources of information was review of relevant literature which were divided into two sections A and B were administered. Section A was meant for the customers who were 50 in number and section B for staff of NBC Plc who were 10 in number. The data collected were analysed in tabular from by using percentage and five hypothesis were tested. Conclusions were made on the results of the findings and necessary recommendations were made to the manufacturer, the consumers as well as the government.

TABLE OF CONTENTS

Certification.. iii

Dedication.. iv

Acknowledgement v

Abstractvii

Table of Contents. viii

List of Tables. x

CHAPTER ONE.. 1

1.0 Background of the Study. 1

1.1 Historical Background of NBC Plc. 4

1.2 Statement of Problem.. 6

1.3 Research Questions. 6

1.4 Objective of the Study. 7

1.5 Statement of Hypothesis. 8

1.6 Scope and Limitation of the Study. 9

1.7 Definition of Terms. 9

CHAPTER TWO.. 11

2.0 Literature Review.. 11

2.1 Price Influence on Consumer Behaviour12

2.2 Review of Consumer Behaviour Model with Respects to Price. 15

2.3 Pricing Strategy. 17

2.4 Behavioural Aspect of Price. 20

2.5 Sources of Raw Materials. 21

2.6 Major Rivalry. 22

2.7 The Company’s Contribution to Nigerian Economy. 23

CHAPTER THREE.. 24

3.0 Research Methodology. 24

3.1 Research Design.. 24

3.2 Sources of Data. 26

3.3 Method of Investigation.. 27

3.4 Research Instruments. 27

3.5 Questionnaire. 28

3.6 Interview.. 29

CHAPTER FOUR.. 30

4.0 Presentation, Analysis and Interpretation of Data. 30

4.1 Allocation and Returns of Questionnaire. 30

4.2 Response Rate Analysis. 32

4.3 Analysis of Data. 32

4.5 Analysis of Management Questionnaire. 38

CHAPTER FIVE.. 50

5.0 Summary of Finding, Recommendation and Conclusion.. 50

5.1 Summary of Findings. 50

5.3 Recommendation.. 52

5.4 Conclusion.. 53

References. 55

Appendix. 57