Factors Influencing Consumer Choice of Brands of Custard in Enugu State

Abstract

In this era where consumer is the king in every market transaction, the study of consumer behaviour has become essential as no business can be said to be successful without consumer patronage (Brosekhan & Velayutham, 2013). In the struggle for profitable survival, the manufacturer looks outwards at the consumers rather than inwards at his production processes and capacity. However, when studying the consumer, one must consider both the economic circumstances and the demographic character of the individual and the more powerful influences of prejudices, feelings, attitudes, opinions and beliefs (Modi & Jhulka, 2012).