ABSTRACT
The study focused on Consumers' perception and preference of soft drinks in Benin City. It sought to identify the most preferred soft drink brand among consumers, to identify factors that consumers consider in selecting a malt drink, to examine the level of customers satisfaction with selected malt drink brands, to ascertain if level of customer satisfaction varies across selected demographic variables and to ascertain if level of malt drink consumption varies across selected demographic variables.
The research method that was used for this study is survey method involving the use of standardized, structure and online questionnaire. The population consisted of consumers of malt drinks in Benin City. A sample size of four hundred (400) consumers was conveniently selected from University of Benin and Benson Idahosa University to represent the population.
The findings showed that Maltina was the most preferred malt drink brand among consumers, followed by Dubic, Amstel, Hi-Malt, Malta Guinness and Beta Malt comes last. It also indicated that Taste is the most important factor that consumers consider in selecting malt drink, followed by price, flavor, size(content), accessibility/availability, nutritional benefits derived, colour and container design. The study also revealed that customer satisfaction with selected malt drink brands tend to vary across selected demographic variables, With respect to Maltina, the level of customer satisfaction varied across selected demographic variables.
The findings of this study also revealed that average monthly consumption level of selected malt drinks varied significantly across age, highest educational qualification, income and marital status; but didn't vary across gender.
The study recommended among other things that researchers should conduct this research in broader geographical regions to gain more information and knowledge about consumer’s malt drink perception and preference. It also recommended that manufacturers/producers improve the taste of the brands as it determines consumers' perception and consumption level.
