ABSTRACT

This study was on brand preference and consumption pattern of edible oil in Abia State. The study specifically looked at the socio-economic characteristics of consumers of edible oil awareness level of the respondents towards edible oil, brand preference of the consumers of edible oil and the socio economic factors influencing brand preference of edible oil. Primary data was used this study data was collected from forty respondents that were randomly selected by the use of structured questionnaire. Data were analyzed by the used of simple descriptive such as means, percentages frequency distribution and logistic regression. The result shows that majority of respondents female married and literate majority of the respondents had large household size and had civil service as their major source of livelihood. The respondents were mainly Christian having freedom to consumer edible oil. In addition, majority of the respondents were aware of edible oil and had preference for edible oil based on the sweet small sex, marital status, level of education, household size, occupation, religion and income were significant factors influence brand preference of edible oil. Respondents should purchase edible oil that they are strongly aware of in the market. So as to avoid the consumption, of adulteration. it is concluded that consumers of edible oil should always go for features that they prefer in edible oil in order to obtain maximum satisfaction Respondents should purchase edible oil with the required nutrient and preferred q11a11t1es Respondents should purchase edible oil that they are strongly aware of in the market. So as to avoid the consumption, of adulteration.