1. ANNUAL CARNIVAL 17 TH JANUARY 2015.

2.  Determine the ratio and percentage of bitters consumer segment from the sample size.  Preferred bitters by the consumer ( Target audience).  Measure brand attributed preferences.  Measure failings of brand attributes among the brand/ category audience.  Brand loyalty.

3.  A total of 38 consumers were sampled on the event  The age range of the target audience/ sampled consumer was within the 18-40 bracket.  The target was 57 consumers but the event was a high octane environment very energetic it was quite tasking to get peoples attention.

4. ALOMO BITTERS ORIJIN BITTERS ACTION BITTERS OSOMO BITTERS

5. BITTER DRINKERS 87% NON BITTERS DRINKERS 13%

6. The bulk of consumers sampled preferred Alomo Bitters

7. ATTRIBUTES MEASURED INCLUDES  Affordability  Taste  Packaging  Alcoholic content  Availability

8. Taste plays a huge role in the preference of bitters by consumers

9. ATTRIBUTES MEASURED INCLUDES  Too Bitter  Costly (Expensive)  High alcoholic content  Packaging (unattractive)  Non availability  No issue at all

10. from the respondents sampled a brand that is too bitter is a put off for consumers

11. Various factors that affect consumers that choose Alomo bitters as there preferred brand was also measured, specifically attributes that put them off the brand or that can be improved upon  Too bitter  Costly  High alcoholic content  Packaging  Non availability  No issue at all.

13. Hence the ratio is 2:1 in favour of consumers that will not switch brands