The study investigated consumers in an emerging wine market with a view to gain an understanding of how to serve them best. The main objective of the study was to segment the consumers into serviceable groups using a combination of psychographic, socio-demographic and behavioural characteristics. A validated questionnaire was used to collect usable data from 487 respondents that represented ‘purposive and convenience’ sample from six major cities of Southern Nigeria. Data analysis was done using Strata 12 software. Principal component analysis method of factor analysis was carried out followed by reliability test. Cluster analysis was used to segment the consumers. The cluster analysis indicated three main groups of wine consumers in Nigeria. Cluster 1 showed characteristics of greenhorn wine consumers. They represent 50.1% of the consumers. Members in this segment will seek knowledge assistance about wine to make effective buying and consumption decisions.  They require knowledge of taste, price and stores and the provision should be part of the marketing strategy for the group. Cluster 2 represented 44.8% of the consumers and were referred to as enthused wine consumers. They enjoy wine related activities and promote their social self-image. They require more information about wine use than how to make purchase choices. Cluster 3 members were only 5.1% of the surveyed respondents and were referred to as die-hard wine consumers. They use the consumption and wine related activities to promote and signal their social image. They desire more information that promote consumption of different varieties of wine. Market segmentation studies assist marketers in product advertisement, new product development, brand differentiation and niche marketing strategies.

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The post Segmenting the Nigerian Wine Market Using a Combination of Segmentation Methods
Osadebamwen Anthony Ogbeide & Ideba Ele (2015). Segmenting the Nigerian Wine Market Using a Combination of Segmentation Methods. Mayfair Journal of Agribusiness Management Vol. 1, Iss. No.1, Pp 76-93 first appeared on Mayfair Journals.

The study was conducted in three local government areas of Edo state of Nigeria. Livestock development/husbandry is growing with livestock – goat, sheep, pig, poultry and cattle very popular in production and consumption. The increasing social economic position of consumers in the developing countries – particularly in Nigeria plays an important role in the food consumption patterns. Consumer preference for quality meat is becoming evident with important consequences for the transformations in the livestock industry. However there is not much known about how consumers value the quality of meat or how it affects their preference. This study’s objectives are to determine compositional quality preferences of consumers and to use the outcome of the objectives to advance improvement in the livestock industry. A convenient non probability sample of 343 respondents was used to obtain the study data and the data was then analysed with Stata 12 analysis software. Lean meat was the most preferred, followed by lean meat with moderate fat. Price, availability and social economic factors were significant in determining consumer preference. The study has strong implication for livestock management – stock selection, breeding, pasture management and housing. This study has some limitations – the size of the sample and its homogeneity make generalisation difficult considering the diversity of the country.

Download PDF: Meat Industry Development in Nigeria Implications of the Consumers-Perspective

The post Meat Industry Development in Nigeria: Implications of the Consumers’ Perspective
Osadebamwen Anthony Ogbeide (2015). Meat Industry Development in Nigeria: Implications of the Consumers’ Perspective , Mayfair Journal of Agribusiness Management 1(1), 59-75 first appeared on Mayfair Journals.

Download PDF: Consumer Willingness to Pay Premium for the Health Benefit of Organic Wine

The post Consumer Willingness to Pay a Premium for the Health Benefits of Organic Wine
Osadebamwen Anthony Ogbeide, Randy Stringer & Christopher Ford (2015). Consumer Willingness to Pay a Premium for the Health Benefits of Organic Wine, Mayfair Journal of Agribusiness Management 1(1), 1-23 first appeared on Mayfair Journals.

Download PDF: Consumer Willingness to Pay a Premium for Organic Wine_Discriminant analysis

The post Consumer Willingness to Pay a Premium for Organic Wine: Discriminant analysis
Osadebamwen Anthony Ogbeide (2015). Consumer Willingness to Pay a Premium for Organic Wine: Discriminant analysis, Mayfair Journal of Agribusiness Management 1(1), 24-42 first appeared on Mayfair Journals.

Wine consumption has become an important aspect of the Nigerian social life cumulating into an emerging market for wines and wine products. The reasons behind the increase in the consumption and the associated market are not known or at best sketchy. To explore the rationale behind the growth in the market, this study investigated the factors that influence the consumer behaviours relevant to wine use from an enduring involvement perspective. A multi-sampling procedure was adopted to select 487 respondents from three geo-political zones. Factor analysis, reliability test and multiple regression were conducted using the Stata 12 software. Findings show that the amount of money spent on wine was dependent on the enduring involvement variables of the consumer. Wine related lifestyles, pleasure/interest, age and educational qualification of the consumer influenced the amount of Naira spent on wine consumption. Wine related lifestyles and self-image/sign value, knowledge availability and disposable household income influenced the number of bottles of wine purchased. The wine market will consistently and sustainably expand as per capita income increases and well distributed. A study to segment the market is recommended.

Download PDF: Enduring Involvement with Wine and Related Behaviour_A Study of the Nigerian Consumers

The post Enduring Involvement with Wine and Related Behaviour: A Study of Nigerian Consumers
Osadebamwen Anthony Ogbeide & Ideba Ele (2015). Enduring Involvement with Wine and Related Behaviour: A Study of Nigerian Consumers, Mayfair Journal of Agribusiness Management 1(1), 43-58 first appeared on Mayfair Journals.