DETERMINANTS OF CONSUMER BRAND PATRONAGES OF SELECTED MALT DRINKS IN SOME TERTIARY INSTITUTIONS IN SOUTH EAST

📄 Project Abstract

One of the truths of modern business is that there is almost nothing that your competitors can't duplicate in a matter of weeks or months (Jeffrey:2000). If you have a great idea, you can be certain that somebody will copy it before long. And not only will they follow your lead, but they may also be able to do a better job or sell the product or service at a lower price. The question then becomes, what competitive edge does one have to offer that cannot be copied by anyone else?.The answer, ones or own brand. A consideration of the chaos that would be at the point of purchase if manufacturers, have no means of distinguishing their products from that of competitors would readily pinpoint the importance of branding in marketing warfare. Consumers would definitely be put through the rigours and time consuming task of determining what product to choose from the list of unbranded products. The likely event of choosing the wrong product among the several unbranded products is there, given th...