Preferred Milk Brand Case Study

ANALYSIS OF THE DETERMINANTS OF BRAND SWITCHING
OF SELECTED MILK PRODUCTS IN ABIA STATE, NIGERIA

Abstract
The study analysed the Determinants of brand switching of selected milk products in Abia State, Nigeria. Specifically, determine the most preferred milk brand in Abia State, ascertain the likeliness of switching brand, among others. A multi-stage sampling technique was used for selecting location while a simple random sampling was used for selecting respondents. A structured questionnaire was administered on three hundred respondents (300) and a total of two hundred and ninety (290) questionnaires were duly completed and returned by the respondents. Data collected were analysed using descriptive statistics, ordinary least square model …show more content…
RESULTS AND DISCUSSIONS
4.1 Estimation of Most Preferred Milk Brand
In estimating the most preferred milk product, descriptive statistics was computed and result presented in
Table 1. It could be observed that majority of the consumers representing 31.0% of the total sample use Peak milk in Abia state. So, it is found out that most preferred brand is Peak milk, this may be as a result of such factors as; family influence, quality, brand image, brand reputation ,brand name awareness ,taste, which the brand built over a long period of time. Three Crown milk occupies the second place with consumer preference of (17.3%), followed by Cowbell milk (13.1%), Loya (10.3%), Real milk (8.6%), Milksi milk (7.6%), Coast milk (6.9%), and the less preferred milk is Lahda (5.2%).
Table 1: Most Preferred Brand of Selected Milk Products In Abia State. Options Frequency Per cent Cumulative per