ABSTRACT

The study was on the investigation of store brand patronage using multinomial logit : The case of Olive Oils and Soft-drinks on the Abia Market. The specific objective of the study includes analyze the socio-economic characteristics of these marketers,determine the product concentration by brands of commodity traded, determine the product penetration by quantity and number of respondents,determine the factors influencing the choice of commodities traded, determine whether there promotion on goods bought and sold by the respondents and determine the level of price of commodity bought and sold. Simple random sampling technique was used in selecting respondents. The sampling size for this study was 96 respondents. Primary data was used in the study through the use of questionnaire. The study shows that majority of the respondents involved in the soft drinks, olive oil and both were males, married and educated. The study reveals that respondents were still young. That 60% and 80% of the respondents traded in soft drink (Sprite) and Olive oil (goya). In addition, majority of the respondents bought and sold between 1-50 crates/carton per week of soft drinks and olive oil respectively. Furthermore, the result shows that 0.60 representing 60 percent indicated that sprite had the highest penetration while on olive oil goya (80%) had the highest penetration. Sex, marital status, level of education, type of shop, quantity, type of shop, price, promotion, value of sales, type of product ( characteristics of products) and location were significant variables affecting the choice of commodity traded. The study reveals that there was promotion for commodity traded, majority bought and sold their goods at medium (average price). The study therefore ’-e^ommends that marketers of soft drinks and olive oil should adopt a flexible : regime in order to continue to make sales, that marketing of commodities ould be well sited in good and conducive location, that marketers should ensure that they market there commodities the right shop. In order to make the right returns marketers of commodities should ensure that the right brands a. ,ht and sold