Analysis of Brand Preference for Vegetable Oil in Abia State, Nigeria

  • IN Nwachukwu
  • OU Oteh


This study examined the consumer brand preference for vegetable oil in Abia State. It specifically focused on the determining factors that influenced consumer preference between branded and unbranded vegetable oil. This study adopted multistage sampling technique in the selection of a total sample of 150 respondents. Half of the respondents were branded vegetable oil users, while the other half represented unbranded vegetable oil users. Binary logit and paired z–test statistics were the tools of analysis adopted in this study. The result showed that income, education, price, age and perception were the major determinants of consumer preference for branded vegetable oil. It also found that income does not influence consumer preference for branded vegetable oil. This study however recommended that firms in the industry are to increase the level of publicity of their branded products since today’s consumers are well-informed. This is based on the perceived benefits that will accrue from frequent patronage. This helps build trust, and confidence in the mind of consumers.

Keywords: vegetable oil, brand, consumer, preference


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eISSN: 0300-368X