An exploratory study of students' consumption of non‐alcoholic beverages in Nigeria

Abstract

PurposeGiven the diversity which exists among various groups of consumers, the purpose of this paper is to explore students' consumption of non‐alcoholic beverages in Nigeria.Design/methodology/approachThree focus groups and 20 in‐depth interviews were conducted with students in three universities located in Lagos, Nigeria.FindingsInitial findings indicate that these students' consumption of non‐alcoholic beverages is influenced in many ways. Nevertheless, the most striking of these influences are found to be convenience of purchase, along with availability, price, health concerns, and culture/social reasons.Originality/valueThe main contribution of the study lies in the relevance of segmentation, targeting, and positioning activities of business organisations in respect of marketing of non‐alcoholic beverages. Based on the findings, the empirical study will serve as a valuable input to marketers in their planning, analysis, and implementation of appropriate marketing strategies to students vis‐à‐vis the highlighted influences on their consumption of this category of food. It will thus serve as a tool for creating competitive advantage in this prevailing volatile business environment.

Liminal consumption within Nigerian wedding rituals: The interplay between bridal identity and liminal gatekeepers

“…Other participants, such as Amaka, for example, simply had to rely on family when things went wrong. This also supports Gbadamosi et al’s (2009) ‘bandwagon effect’, in that Nigerians only consume products after they have been certified as safe by one’s collective, to help minimise instances like this and to avoid not being able to hold a market actor accountable.…”

“…Nigeria is predominantly regarded as a collectivist society (Adebanwi and Obadare, 2010), with entrenched patriarchal institutions which emphasise familial relations and reputation over individual preferences. This manifests in a consumption pattern guided by socially sanctioned consumer goods (Gbadamosi et al, 2009; Ogbadu et al, 2012). In addition, there is evidence that Nigerians do not trust market actors (Folorunso, 2013; Ogbadu et al, 2012), and instead typically rely on their social collectives for advice on consumer goods and services (Janson and Akinleye, 2015).…”

Consumer involvement and marketing in Africa: some directions for future research

“…Accordingly, this line of reasoning is what prompted the application of this phenomenon in relation to low‐income consumers, thereby espousing the relevance of income in the explanation (Gbadamosi, 2009b). However, the argument in this paper is that one could hardly give a robust explanation of consumer behaviour without making due reference to culture (see for example, Gbadamosi, 2004; Chan, 2006; Eves and Cheng, 2007; Yaprak, 2008; Gbadamosi et al ., 2009; Solomon et al ., 2009; Zourrig et al ., 2009; Sun, 2011). Hence, it appears logical to explore this concept and its ramifications with due reference to its implications for marketing activities in Africa.…”

Cognitive dissonance

“…However, given the need to have a more focused target, and the fact that women are known to be responsible for greater proportion of household shopping (Fuller, 1999; Leather Food Research Association, 2002; Harmon and Hill, 2003), this study is specifically designed to focus on low‐income women consumers. Besides, many studies (Moschis et al , 1997; Nwankwo and Lindridge, 1998; Lin, 2002; He and Mukherjee, 2007; Gbadamosi et al , 2008) strongly suggest the need to give adequate consideration to diversity that exist among consumers as a result of a variety of factors such as their income, educational status, age, gender and ethnicity; to mention but few.…”