CONSUMERS' PREFERENCE AND PERCEPTION OF SOFT DRINKS IN BENIN CITY

Abstract

The consumption of soft drinks has become a daily routine for many consumers. This study examines Consumers' perception and preference of soft drinks in Benin City. It sought to identify: the most preferred soft drink brand among consumers; factors that consumers consider in selecting a soft drink; and the level of customers satisfaction with selected soft drink brands. In addition to the above, the study also sought to ascertain if the level of soft drink consumption varied across selected demographic variables. Survey involving the use of questionnaires was adopted as the research design. The population for this study comprised of soft drink consumers in Benin City. A sample of four hundred (400) respondents was conveniently selected to represent the population. Data obtained was analyzed using both descriptive and inferential statistics. Result showed that Coke was the most preferred soft drink brand among consumers. Taste turned out to be the most important factor consumers consider in selecting soft drink. The study also revealed that level of soft drink consumption tended to vary with age (p=0.000), educational level (p=0.000), occupation (p=0.000), income level (p=0.000), marital status (p=0.000) but not gender (p=0.054). The study recommended that manufacturers/producers of soft drinks improve on the taste of their brand as it a major determinant of consumers’ perception and consumption level.