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 significan(

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 qualities. Respondents should purchase

edible oil that they are strongly aware of in the market. So as to avoid the

consumption, of adulteration.