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
Abstract
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.
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