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AN APPRAISAL OF THE FACTORS THAT INFLUENCE CONSUMER CHOICE FOR CIGARETTE BRANDS IN ENUGU METROPOLIS

CHAPTER ONE

1.1            GENERAL BACKGROUND OF THE STUDY

Cigarette come into this country in the year 1912 through U.A.C. stores which was a member of British American tobacco company (BAC) although cigarette had been in existence in Nigeria but, it is of crude types such as cut tobacco and ground tobacco including snuff etc.  

     Consequently, in 1937, A full scale factory was established by British American tobacco in Ibadan and was modernized in 1948. But in  1951, Nigeria tobacco company (N.TN. or BxT LTD) was incorporated to succeed British American Tobacco. On 31st January 1990, the Nigeria tobacco company tobacco company PLC during . Her 40th Annual general meeting held in Logos it became a public company in 1960 extending store ownership to Nigeria.

     Presently, in Nigeria not less than twenty brands are in existence. The brands are categorized into two ways in (NTC) it is called transit brands and domestic brands. Just the same as saying imported and domestic brands.

1.2            PROBLEM (S) OF STUDY

The statement of problems in this research work is as follows:

  1. To determine what brands of cigarette is chosen in Enugu   metropolis
  2. What factors determine the choice of brand of cigarette in Enugu metropolis
  3. Cigarette organization are also confronted with the desk of determining; if foreign brands of cigarette are preferred compared to locally manufactured brand.

1.3            PROBLEM (S) THAT THE STUDY WILL BE CONCERNED WITH

This  covers the whole appraisal of the factors that influence consumer choice for cigarette brand within Enugu metropolis with particular reference to any of this brand of cigarette St. Moritz,Benson and Aledges, sweet method maris, life, consulate, heritage, malboro, delta , high society, link, green spot, three rings land B Gold leaf etc.

1.4            THE IMPORTANCE OF STUDY THE AREA

This study is important that it will enable the manager of the various cigarette firms to identify the factors that include the consumers to accept their products.

Consequently, the consumer will benefit from improved qualify of there cigarette through the satisfaction of their needs and wants

Again, through the identification of these variables and when they are well blended, it will give rise to the growth of there firms.

Furthermore, this research will assist the entire country because when industries, improve the qualities of their product. It will call for exportation thereby generating foreign exchanged which will help in reining the country economy.

However, the country will also recognized as one of these national in African continent that manufacture of produces high quality brands of cigarette that compete favorably with foreign cigarette in the market

1.5            DEFINITION OF IMPORTANT TERMS

PRICE:  The term “price” has many other synonyms such    as tuition, interest, rent, fees wages etc. Depending on the nature of transaction (Kotter 1998) All these stand for what a consumer pays for a product or services. Kent .B Monroc, (1990) define pricing as the amount of money we must sacrifice to acquire smoothing which we desire .

ADVERTISING:  The American management Association (AMA) define advertising as any form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.

BRAND:  branding is the use of a name  term, symbol of design or a combination of these to identify       a product. If also included the use of brand name, brand mark and practically all other name of product identification     

 1.6          CHAPTER REFERENCE (USING APA METHOD)

Har wood, (1996);      Golden management London; Newman ltd pg 881

Harbert ,A.S.(1996);    Administrative Behaviour, New york; macmillian  

                                       publishers ltd pg 529

Gilbreth, L.M.(1999);    The psychology of management, New york,

                                       macuilla publications pg.15-24

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