The Influence Of Behavioural Concept On Consumer Buying Habit (A Case Study Of 7Up Bottling Company)

Project and Seminar Material for Business Administration and Management BAM

The Influence Of Behavioural Concept On Consumer Buying Habit (A Case Study Of 7Up Bottling Company)

Table of Contents

  • Title page
  • Certification
  • Dedication
  • Acknowledgment
  • Table of contents

Chapter One:


  • 1.1 Background of the Study
  • 1.2 Significant of the study
  • 1.3 Objectives of the study
  • 1.4 Statements of research problem
  • 1.5 Scope of the study
  • 1.6 Limitation of the study
  • 1.7 Historical background of Nigeria bottling company plc Ilorin Kwara
  • 1.8 Definition of Terms Concepts

Chapter Two:

Literature Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Research procedure
  • 3.3 Development and validation of research instrument
  • 3.4 Administration of the research instrument
  • 3.5 Method of data analysis

Chapter Four

Presentation and Analysis of Data Collected

  • 4.1 Analysis of respondent’s background information

Chapter Five

Summary, Conclusion and Recommendations

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendations
  • Bibliography
  • Questionnaire

Chapter One


1.1 Background of the Study

The importance of making in any economy cannot be disputed.

It is a very important factor needed by any developed or developing economy or nation.

The American marketing Association (AMA 1903) Defines marketing as “the performance of business activities that directs the flow goods and services from producer to the consumer or usuries”

Marketing is a concept that permeates the entire spectrum of human activities. It however comprises all the stage between creation of products and this after services.

However, an understanding of the marketing of individual needs and wants is a cornerstone of the marketing concepts and marker study behavioral sciences to seek knowledge about the consumer behavioral concept and how it relates to their buying habit and also to suggest new marketing opportunities.

Behavioral concept is the buying patterns on the way consumers buy products or services. It may be general public or in service, they are the person that devices the satisfactions or benefit from a particular products.

Basically, the need to study behavioral concept was triggered off by expansion and increase in population, rapid industrial development. And emergence of modern network of roads and railways and more sophisticate communication system. As a result, the largest population of people was made to know the way. They buy by a means of studying behavioral concept in order to produce the most appropriate needs to consumers.

Moreover, research and experience have shown that behavioral concept is a way to determine the buying habit consumer. The situation variables of consumer behavioral concept such as advertising also plays a vital role improving the sales volume of a given product as well as influencing consumers buying decision there by making it necessary for potential consumers to be selective in their buying habit. In Nigeria today behavioral concept has become the order of the day among which the manufactures considered before the production of the product.

1.2 Significance to Study

The significance of this study contributes more lively and dynamic approaches to behavioral concept by discovery the buying habit and predisposition of various classes of consumer. Thus, a lot of benefits can be derived from this study, especially how the strategies employed by studying behavioral concept in producing a product can result in the evaluation of new concepts and ideas in the manufacturing industry in general and soft drinks manufacturing companies in particular.

Moreover, the study may be exploited to improve marketing strategies in Nigeria consequently, a well established marketing system will lead to the growth and development of many companies which will in turn result in the creation of gainful employment and income generation in the production of consumer goods of various categories, all this which will improve the standard of living of Nigeria. The relevance of this study is not limited only to Nigeria Bottling company plc only but also to other manufacturing companies of consumable products.

1.3 Objectives of the Study

The objectives of this project work are many, the primary objective, however, is to evaluate the influence of behavioral concept on coca-cola soft drink of Nigerian Bottling company in a particular period of time.

  1. To give the manufactures of coca-cola drink the relative advantage in designing their responses to the market, it will enable the producer of coca-cola soft drink to produce that best suit the taste of their consumer.
  2. To enable manufacturers/marketers to meet the legal requirement and consumer perception of what the law says regarding product safety.
  3. To make some useful recommendations base on the research finding on how the behavioral concept of consumer can be considered production.
Importance of Study

It will help the markets to gain better understanding of consumer behavior through the understanding of marketing concepts, consumer orientation customer satisfaction and integrated marketing.

It will allow marketers to know and feel consumers need better.

It will also afford marketers to turn consumer need into effective product appeals.

On the part of consumer, needs and purchase motive one made cleaner.

Consumer’s status is also uplifted and they become better and wisher users and spend.

Meanwhile, the outcome of his research study will be of importance to different companies and own consumers of consumable products.

1.4 Statement of Research Problem

The evaluation of the impact of behavioral concept on purchasing habit of consume has posed some problems cling he period of carrying out the research. The problem of gathering data to be used for carrying out the research; and also inadequate information from the respondents. There is also poor rate of participation by the customers of soft drinks produced by Nigerian Bottling Company.

1.5 Scope of Study

The study looked into the influenced of behavioral concept over the consumer market of coca-cola and some other incorporated soft drinks for this period. To accomplish this, some research question have been drafted and reference made to Nigeria Bottling company plc. For necessary information regarding the sales of coca-cola.

Moreover, this study covered Ilorin Township only, where (as 0065pected) all the respondents are drawn; hopefully, the result of this study will yield general application to their consumers beyond the territory of Ilorin.

1.6 Limitation of the Study

The research work is limited to only areas in Ilorin metropolis and hose areas include Taiwo, oja-oba, sawmill, Basin and hope where the respondents were drawn to represent Ilorin. The time constraint, cost and lack age cooperation from the respondents were .

1.7 Historical Background of Nigerian Bottling Company Plc Ilorin, Kwara State.

The Nigerian Bottling company plc was incorporated in 1951 by chief A.G leventis and his brother mr.c.p leventist as small-scale business and it has the eighty six (86) depots throughout Nigeria.

In 1953, the Nigerian Bottling company (NBC PLC) set up the company, first plant in Lagos were coca-cola soft drink was first produced perday, a figure which is still giving with eighteen plants. Some years operating of brand new plants, some years back in various parts of the country.

The success of coca-cola (NBC PLC) has brought about the development of a number of sister industries all contributing go the growth of the Nigeria economy / the Delta glass company plc in ughali supplies the millions o fbottles required to keep NBC PLC operation and the crown products limited in ijebu-ode and Kano metal company makes the plastic crates for covering the bottles. More importantly, the NBC PLC employs thousands of Nigerians in all the fields of its operation.

The manufacturing process of vcoca-cola based on a carefully measured combination of sugar, water and other concerntrates. The some standard is maintained throughout world.

The manufacturing process of coca-cola is based on a carefully measured combination of sugar, water and other concentrates. The some standard is maintained throughout world.

The Nigerian bottling company plc was the first to use distinctively shawed bottles the first to introduce a rutting system for distribution, the first to use a well know brand logo in trucks and the first to recognize the value of refurbishing hostels restaurants, shops, kiosks, refrigerator and cooker placement to expand their business. Other brand of soft drinks by the company include orange fanta, fanta lemon, fanta ginger Ale, fanta Tonic and Eva table water, in 1987, the 35cl bottle of coke was introduced and sold at the same price of the 29cl bottle it had replace.

The NBC plc control the major shares of the Nigerian soft drink market and it is one of the Officials largest soft drinks enterprises with over #1 billion sales in a single year. It employs various means of advertising it products especially coca-cola, these various means include television, radio, magazine, billboards, outdoor displays. E.t.c.

Furthermore NBC PLC has several dealers for it products all over Nigeria, all whom are called upon a week based on this, they have the longest privately owned fleet of delivery trucks, pickups and cars in Nigeria all working effectively and efficiently to bring coca-cola to their numerous consumers. From the above elaboration of NBC plc, it is crystals clear that it is the leader in the soft drinks industry, primarily because of its business foresight and the quality of its marketing administrative and advertising policies, drive and programme. Right from its inception NBC PLC has sought to curve a niche for itself in Nigeria market throughout the creation of public awareness, promotion and sponsorship of spent activities. All these activities create and project a favorable salts of the company to its customers thereby boosting sales and profit. This buttresses up the point made earlier and the significance of needs a powerful means by which business organization can effectively attain it goals.

Explanation on Nigeria Bottling Company, Ilorin

The chart starts from the regional manufacturing who is the top in the company and directly to the plant manager who then directs the control to other department managers like process system manager.

Each department manger then direct the control to sub-department like the finance manager to is manager, the QA manager to shit QAM/Microbiologist sync room, water treatment and lab technician.

The bottling manager, then direct to shift supervisor and to shift operations also the bottling manager to engineering supervisor and to swift engineers. The last is the ware house manager who directs his control to the haulage supervisor who finally made distribute of the products (drink).

1.8 Definition of Terms Concepts

A concept is an abstraction from observed events. In order to ensure the trader of this study is carried along the sheam of thoughts some words might sound ambiguous are classifified here. The words are explained in the context of their usage in this study, they include.


Individual who buys and user a product or services.


Advertising is defined is any paid form of nonperson presentation and promotion of idea, goods and services by an identified sponsor.


The actual and potential buyers of a products or services.

It’s an aggregate of a people who as individuals as organization have needs for production in product class and who have the ability, willingness and authority to purchases such product.


It is an action or reaction of customers towards a particular product.


This is where the manufacturer produces or manufacture product.


Many small towns located together.

Chapter Five

5.0 Summary, Conclusion and Recommendations.

5.1 Summary

In this chapter attempt is made to summarize the findings of the study, draw conclusion and based on these conclusion and findings make recommendation on how the buying decision of consumers can be influenced by behavioural concept there by improving the consumer buying habit as well as increasing company sales volume.

This research work has been attempted to highlight the effect of behavioural concept on consumers and the company indeed, non-acceptance of product or product failure in the market is among to the fact that most companies do not take in studying consumer behavioural concept and before an organization can achieve its stated objectives it must put consumer behaviouaral concept into consideration.

From the research study it was discovered that the study of behavioural concept is important in the realization of organizational objectives it was also discovered that consumers are influenced not just by physical appearance of the product but his a major influence which in culture and other influenced like roles, group, bormes and others. In relation to the above finding it was discover through, norms and others. In relation to the above finding it was discover through statistical analysis that almost all the consumers in the market are greatly influenced by behavioural concept while it is five that a consumer variable, like personal variable, past experience, belief and attitude has an influenced by situational variables like advertisement, personal selling, sales promotion and publicity and view of this producers can only attain objectives by studying consumer behavioural concept.

5.2 Conclusion

It is imperative this point to assert the fact that this research work attempted to see and understand the effect of behavioural concept on consumer buying habit.

The research work suggest that knowing the behavioural concept is very effective in influencing customers purchasing behavioural concept is very effective in influence ng customers purchasing behavioural with special reference to Nigerian Bottling company without any lota special reference to Nigerian Bottling company, without any iota of doubt, putting behavioural concept into consideration both personal and situational variables home ended the comalny into sales its product.

More so, it can be concluded by behavioural concept and this manufactures that follow this concept during production usually achieve their stated objectives of both consumer satisfaction and profit motive without any problems.

Finally, Nigerian Bottling company plc. Ilorin has shown from the research finding that they are market leader simply because they put consumer behavioural concept into consideration

5.3 Recommendations

Based in the finding of this researcher study the researcher wishes to recommendation that the company should focus more on situational variable, especially advertisement through the television medium since it was observed from research that majority of the respondents were aware of their product through the television.

Also, there is the need for the company to determine the level of expenditure incurred in the study of consumer behavioural concept that will affect its sales volume.

Moreover, the company must carryout adequate market research in order to evaluate there behavioural concept needs and effectiveness in order to avoid failure of the product as can be seen in the case of ginger Ale.

Finally effort should be directed toward studying behavioural concept of the students and adjusting to their response since they (students) out the major consumer of their product and the company should endeavor not to rest on its owns where behavioural concept is concerned in order to maintain its position as the market leader in the soft drink industries, keeping in mind that success is a journey and not a destination.

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