ABSTRACT

 This study made an attempt to analyze factors that influence consumers brand choice of food drinks in Uyo metropohs, Akwa Ibom state. A total smaple pohs, Akwa Ibom State. A total sample of 150 respondents was selected for the study. The respondents were randomly selected using purposive sampling of non-probability sampling method. Oral interviews and observation were also employed to complement the questionnaires administration. Data obtained from the field survey were analyzed using; Simple Descriptive Statistics (SDS) such as tables, frequencies and percentages and probit model findings indicate that the consumers are very much aware of the various food drinks that were studied. HQwever, some were preferred to others. Factors such as reasonable price, taste, quality, brand image, availability, advertisements friends influence product label freshness of product and long shelf life of the product all affect the consumer choice of brands. Further findings reveal that in stuations where desired brands are not available some consumers go to other shops, others postpone their purchase of the product, some others buy other brands, while the remaining few place order for required brand. The researcher then recommend that food drinks manufacturers should always seek for ways of Improving the quality and image of their products so as to give consumers more value for their money. Moreover, to be able to attract consumers' attention and capture their interest, producers of food drinks should develop more effective advertising campaign that conveys both persuasive and reminder oriented messages and ensure that these messages are strong and appealing enough to build brand image and encourage brand preference, by changing the perception of the consumers of rival brands of the product.