EFFECTS OF PRICING ON CONSUMPTION OF CHAMPION LAGER BEER

EFFECTS OF PRICING ON CONSUMPTION OF CHAMPION LAGER BEER

Abstract

The purpose of this study was to determine the impact of price on consumption of champion lager beer at Uyo Metropolis. For this study, post-planning was chosen. Data for this study were obtained through a questionnaire administered to her 351 respondents determined using the table of Krejicie and Morgan (1970), and the study used a targeted sampling technique . Descriptive statistics, percentages and frequency counts were used as analytical tools for the study. Five specific goals and four of his hypotheses were formulated and tested using Pearson’s product-moment correlation and chi-square analysis tools. Respondent background characteristics based on survey results. Gender, age, education level, occupation and marital status were important determinants of preferred consumption of Champion’s lagers. Therefore, organizations are advised to understand that price is not the only factor or criterion that customers consider when making a purchase, and that they should always be informed about other factors that influence their purchasing decisions. Price is only one factor for him, but depending on the consumer, price may or may not be a major factor in the purchasing decision-making process.