Application of Marketing Research in Understanding Consumer Preferences in the Nigerian Beverage Market

Marketing — 2025, Undergraduate

This study assessed the application of marketing research in understanding consumer preferences in the Nigerian beverage market. A cross-sectional survey was conducted with consumers of popular beverage brands using a structured questionnaire. Data were analysed using descriptive statistics and correlation analysis. The findings revealed that taste, price, packaging, and brand familiarity significantly shaped consumer preferences, and that marketing research provided useful segmentation and positioning insights. The study found that many firms relied on intuition rather than systematic research. It recommends continuous market intelligence, adoption of survey and panel research, and better alignment of offers with consumer preference segments.

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