EFFECT OF PRODUCT RESEARCH ON PRODUCT ACCEPTANCE: (A STUDY OF INTERNATIONAL BREWERIES PLC ILESA)

This study examines the effect of product research on product acceptance, focusing on International Breweries PLC in Ilesha. Product research is defined as the systematic investigation and analysis of consumer preferences, market trends, and product characteristics to inform product development and marketing strategies. These study examing critical factors such as product color, awareness, and size. The findings highlight that these elements significantly influence consumer behavior and preferences in the brewery sector. The analysis reveals that product color plays a crucial role in shaping purchasing decisions, as attractive packaging enhances the likelihood of consumer engagement. This aligns with established marketing theories that emphasize the importance of visual appeal as a key driver of consumer choice. The research concludes that product color, awareness, and size are fundamental to consumer acceptance of International Breweries' offerings. The results underscore the importance of strategic product research and robust marketing efforts in enhancing customer engagement and brand loyalty. Additionally, the study reveals that consumers tend to prefer smaller product sizes as an entry point before committing to larger purchases, indicating a cautious approach to buying behavior. Based on these insights, recommendations include investing in attractive packaging, strengthening marketing campaigns, diversifying product sizes, and conducting ongoing product research. By implementing these strategies, International Breweries can enhance product acceptance, improve market presence, and ensure long-term growth in the competitive brewery sector