ABSTRACT

The study examined the Consumer Brand Preference for Vegetable Oil and Its Determinants in

Anambra State, Nigeria. Specifically, it analyzed the socio-economic profile of the respondents;

the determinants of brand preference for vegetable oil and comparison of demand for branded

and unbranded vegetable oil. Multistage sampling technique was employed in the selection of

location and 150 respondents disaggregated into consumers of branded and unbranded vegetable

oil in the study area from whom information and data were elicited for the study. Data were

collected through the use of questionnaire that was properly structured and pretested. Iii the

analysis of data, descriptive statistics, binary logit model and paired t-test statistic were

employed. The result showed that the study area was dominated by young, appreciably educated

consumers with reasonable income level and minimal household size. The line of difference

observed was that the cons,urier of branded vegetable oil have higher income than those of

unbranded. Furthermore, age, education, income, and sex were found to be factors influencing

brand preference for vegetable oil. The paired t-test result showed that the paired difference

between branded and unbranded consumers posted statistically significant coefficient for

income, perception of quality, price and age. Based on the findings, the study suggested that

firms in the industry should increase their level of publicity of their branded products to enhance

consumers' knowledge of the products.