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

An exploratory study of students' consumption of non‐alcoholic beverages in Nigeria A qualitative... Purpose – Given 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/approach – Three focus groups and 20 in‐depth interviews were conducted with students in three universities located in Lagos, Nigeria. Findings – Initial 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/value – The 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Nutrition & Food Science Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
0034-6659
DOI
10.1108/00346650911002931
Publisher site
See Article on Publisher Site

Abstract

Purpose – Given 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/approach – Three focus groups and 20 in‐depth interviews were conducted with students in three universities located in Lagos, Nigeria. Findings – Initial 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/value – The 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.

Journal

Nutrition & Food ScienceEmerald Publishing

Published: Oct 30, 2009

Keywords: Nigeria; Students; Consumer behaviour; Non‐alcoholic drinks

References

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