Full Project – FACTORS THAT INFLUENCE CONSUMERS PREFERENCE OF DETERGENT

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CHAPTER ONE

INTRODUCTION

1.1    BACKGROUND OF THE STUDY

Many business forms are struggling hard to know who buys and consumers their products, where they are located, how they buy, when, from whom else they buy and why and equally why people do not buy a particular product from certain persons, organizations and shares.  Despite of all the marketing strategies applied by such forms to attract these consumers.  The centre point of all the daily activities of all business organization is an individual, he purchases and makes use of the product (goods and services0 offered for sale in the business firm.  By t his we can understand that a consumer is one who consumers or uses the product of a firm.

He may or may not be the actual buyer of the firms production who then is the consumer of that product.

The consumer and the reasons why, how and when as well as where he buys or not buy from, the future buying decisions are now fully integrated in to the daily business function of every enterprise.  This is in much recognition of the marketing concept and consumers sovereignty in recent times by many firms who comes to realize that he consumer is still the king.

This is because nothing works until the consumer needs are satisfied.  The consumer is now at the centre point of every business attention, as the period of fast and hard selling is going way to the much recognition of the consumer as the king, one who does no wrong and one whose existence and need satisfaction is the major reason why many business organizations are in business in the first instance.

It is important also to note that when a manufacturer produces a product.  It does so he anticipation of profit. In marketing profits are usually made through the satisfaction of the needs and wants of the ultimate consumers.  However it is not enough to know what a buyer works.  An highway should also be made to find out why the buyer wants a particular product.  In view of these factors of the obligation of the manufacture who seller and also the retailers to learn as much as is economically feasible about eh major factors that influence consumers buying behaviour.   This is an important factor in planning of all marketing activities which among others include establishing of advertisement and selling appeals in such a manner that consumers desires quality and preferences can be met satisfactorily by marketing efforts.

Brand choice which implies selecting one brand over a set of possible alternatives is an area of consumer behaviour which has received considerable attention by manufactures and markets alike.  Infact the concept of brand choice seems to be important according to Parker 1977 Vol. 4 P. 4, it can result in the difference.  According to Walter G.C. (1974 Pg 180) he argued that “the consumer is simultaneously influenced by physiological and psychological factors.  The physiological factors have to do with the individual physical requirement and the psychological factors have to do with the individual feelings, biases and motions”.  He also said that some more important factors influencing a persons preference are subjective satisfaction of consumer needs, fast experience, product availability and product or brand proce.

Moreover, management and Markr (1975) Vol. 39 P. 5) said that a consumer appears to make his purchases decision among the brands in his “Evoked set”.  Thus a seller must organize his effort in such a way that his particular brand is positioned with these selected he the buyers cognitive field.

Cambell (1973 P. 243) has also defined evoked set as “the act of alternative brands of product which the buyers actually consider when making specific brand preference; In other words awareness of whom customers are and how they behave or likely to behave is very essential for effective marketing and success depends upon correctly predictory consumers brand preferences.

Modern A.K.S (1991) point of view the influence of product attribute people purchases behaviour is determined by a whole series of behavioural factors which are used to explain why buyers need and/or want certain products.  The marketing must understand why people want or need a product so that he can group or (segment) different people according to those reasons for purchase.

Also attributes such as a price, package design and level of awareness also influence brand preference of products.  People may also seek for the benefit that product provides rather than product themselves.  Consumers may also consider the available alternative from the vantage point of the usage context with which they experience or the specific application they are considering.

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