THE EFFECT OF ADVERTISING ON CONSUMER REFERENCE PATTERNS FOR MALT DRINKS

THE EFFECT OF ADVERTISING ON CONSUMER REFERENCE PATTERNS FOR MALT DRINKS

ABSTRACT

In Enugu Metropolis, a study named “The Impact of Advertising on Consumer Choice Patterns for Malt Beverages (A Comparative Study of Amstel Malta and Guinness Malta)” was conducted with specific goals in mind
To ascertain how advertising influenced consumers’ choices between Amstel Malta and Guinness Malta.
To identify the malt brand that is more widely available than the competition and how much demand there is for it. To give recommendations for actions that businesses should take in order to strengthen their brands, effectively satisfy customers, and increase profit. In order to accomplish the aforementioned goals, relevant literature on consumer preferences for malt beverages was reviewed. In order to address the research problem, primary and secondary data were also gathered, and questionnaires served as the study instrument.
The study’s participants were the management and pertinent employees of the Guinness and Amstel Malta Companies in Enugu Metropolis as well as the consumer’s distributors.
Due to the small size of the population under study, the researcher conducted a census survey of management and pertinent personnel, while Topman’s method was used to calculate the sample size for customers and distributors. Tables, frequencies, and percentages were utilized to organize and present the data, and the Z score was employed to test the hypothesis. The data was analyzed, and the conclusions that were drawn are listed below. The consumers in Enugu claim that Amstel costs more than Guinness does.
They also noted that marketing contributes to raising awareness of both items.
Customers are happier with the advertising that encourages them to buy Amstel than Guinness.
The results led to the formulation of recommendations.
– For efficient and effective goal achievement, both businesses should engage in advertising strategies that are effective and other promotional activities that appeal to consumers.

– The two businesses should continue to make their items continuously available.
– Nigeria Breweries Plc should lower the price of its products in order to draw in more customers.
– Guinness has to examine the promotion that encourages customers to buy more of their product.
– Both businesses will see a significant improvement in the effectiveness of their advertising if the aforementioned suggestions and recommendations are successfully and efficiently put into practice. Also, customers will benefit.