CHAPTER ONE

• INTRODUCTION

Human being has different wants needs, as there are different needs and wants, so their preference and adherences to a particular brand differ.Individual’s differences to a particular brand of goods many occurs as a result of taste, equality, quantity or price. These contribute may occurs be different firm the objective of the firm producing these goods the aims of all going concerned normally, are to break even and make some project the consumer of a particular brand of goods is normally always hints on quality rather on quantity as different from the firms objective of profit maximization.

• BACKGROUND OF THE STUDY

The success of every business is adherence to the marketing concept, with implies the skilful satisfaction of what buyers believers to their self interest and not what the organization thinks and like to produce buyers self interest are viewed socially as a acceptable relationship between the buyer and the firm. The buyer normally seeks his perceived best combination of time, place and possession and from utility attainable from business organization. In fact application of the marketing concept should at least eventually produce the best perceived utility combination available to a firm target group.

According to Engineer M. Johnson et al (1997: 333) creativity occurs in identifying buyer and determine how to react to him. “Societal marketing concept” is a concept centred on buyers needs and a satisfactory business reaction to these needs. The statement such as; it is a list easier to make profit by producing and selling something which the consumers want, rather than something they do not want or need.

The force, which drives human behaviour is the system of needs within the individual. How he sees fulfilment of needs as function of major of factors but a silent factor in relating to social behaviour the products we but satisfy certain needs we gave and are usually attach specific value to preference of one product to the alternative is worth deciphering. The nexus between needs values attitudes and the marketing concept should be so reconciled as a subtly abstract from a member of alternative characteristics that account for a buyer loyalty for a brand ever alternative similar products possesses a number of appearing feature what when sustains a buyer loyalty? Most of all the features what are likely to direct his attention and interest to alternative product given subsequent development? Reason provided for such behavioural enigma will extensively have change of entrench in the product process to attract affirmative responses from the target market.

The understanding of product quality and the role  it plays in attracting consumer loyalty will effectively severe as a paddle to enable as duel more on the subject matter of this work. Notably our discussion so far has been the impact of product quality on consumer brand loyalty “a study of which will expose the underlying reasons why consumers remain loyal to the purchase and consumption of coco-cola” among alternative brands of coke drinks in the market to day.

The various findings of this work will give us an in sight into why we regularly prefer certain product and not others in a variety of circumstance manufactures at the end of this work will be able to spot from marketing activities, the specific activity and the features of a product that lie the loyalty of a target market to a product among other alternatives.

• PROFILE OF THE COMPANY OF STUDY

Nigeria bottling company Plc is one of the prominent and out standing bottling company in Nigeria.

It bottles coca-cola products (drinks) which has it lines as fanta, coke, sprite and ginger ale. Coca-cola was first product globally in the year (1886) by a known pharmacist Dr. John Promberton in Citlanta Eaogai USA, as time proceeds, the product coca-cola were produced outside limited states of ameria combines like cuba, panarna, Canada bottled coca-cola in (1906) others include phipines (1912), snam (1917) and France (1920).

Coca-cola was first available in Nigeria in (1953) when the first bottling plant was opened at Ojinbo, Lagos state the Inc was later moved to Apapa today. The Nigeria bottling company has bottling facilities in (19) different local non-across the nation by (1903. 1) the company was prominently and first manage by the late chief Andrew A. Dand as the general of the fact company, Nigeria bottling company Plc much hand three plants the under this Nlelage MBS Plc. Has evolve into one of the most dynamic plants, over 56 depots employment to millions of the world’s top soft drink brands coca-cola diet coke, fanta and spirte but it has a family of products that includes more than 230 different brands of drinks, including juices teas, coffees, sport, and emerge drinks and bottled water many of this individual flavour boosting the total product line up.

The name coke is an abbreviation adopted first by consumers  than by the company in fact early advertising discourage calling the product coke but the name stick and eventually find its our place in advertising in coke” became the company trade mark in (1943).Nigeria bottling company Plc has 19 locations as stated. It is also currently known as one of the most outstanding soft drinks industries in Nigeria.

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