An Appraisal Of Product Performance In The Beer Industry (A Study Of Breweries Plc, Enugu State)

ABSTRACT

This research is carried Out Of "An appraisal of product performance; A study of Nigeria Breweries Plc", the scope of the research is within Enugu metropolis. This project work is carried out bearing in mind the following objectives: To determine the performance of Nigeria Breweries products in the market; to determine certain factors that is responsible for the products performance, and to determine the importance if the product appraisal. The research made use of primary data supplied by consumers distributors, personnel of Nigeria Breweries Plc. Extracted through Questionnaire and secondary data from the company. The sample size for the consumers i.e, 100, 96, for personnel and 65 for distributors. In data collected was arranged in tables by putting them in frequency and percentages. In testing the various hypothesis, chi- square (X2) test was used at 5% level of significance. The researcher found out that the performance of Nigeria Breweries products are satisfactory, that its performance is as a result of taste and quality. Brand name, sales effort and promotional • activities, packaging and price etc, that Nigeria Breweries is profitable and commands 20% of the market within Enugu metropolis. That consumers are ready to continue the consumption of the Nigeria Breweries products. Lastly, the researcher commanded that the price be reduced to N80, that the management should go into production of smaller bottles that will contain about 33c1 and that the company should consider packaging their products in cans and other non-returnable, so that consumers can take it along with them.