Consumer Choice Criteria for Detergent Brands in Harcourt

📄 Project Abstract

Our pilot studies in Port Harcourt revealed there was a multiplicity of brands of detergent in the market. This study therefore, is aimed at investigating those attributes and factors that are likely to influence the brand choice of detergent consumers, so that producers and marketers can correctly predict the choice patterns of consumers. In order to determine these attributes and factors that influence brand choice, descriptive/exploratory research methods were used. Specifically, data were collected via a personally distributed, structured, and undisguised questionnaire. In addition, we held a series of unstructured personal interviews with some likely detergent consumers, and also made some observation of shoppers. By using a cluster and quota sampling methods, a total of 500 sapples that were likely detergent consumers were selected from six clusters within Port Harcourt, out of which 345 provided useful responses for analysis. The findings that emerged from the data analysis reve...