Nigeria Wine Market: The Implications of Consumers’ Socio-demographics and Preference

Abstract

The popularity of wine in the alcoholic beverage market is growing in Nigeria and is projected to hit US$370 million this year – 2015. From the differences in culture and orientation of Nigerians, it is not clear whether the growth in the wine market is as a result of the changes in the social demographics, taste or preference of consumers. The objective of this study is to deconstruct the factors that influence the Nigeria wine market and to generate an understanding of the consumption pattern and preference. The study was conducted in the southern part of Nigeria in the cities of Calabar, Port Harcourt, Lagos, Ibadan, Enugu and Onitsha. A convenience sampling method used intercept consumers at supermarket, wine retail stores, restaurants and bars. The data on 487 respondents was analysed. The results show educational qualification, age, occupation, marital status and household income influence frequency of wine consumption. Furthermore it was revealed that despite the strong preference for foreign wines, Nigerian consumers are still ethnocentric about local brand and palm wine. The result also showed that wine taste is the most important consideration in the choice of wine at purchase. A future study that assesses the impact of price on wine consumer behaviour is recommended.

Download PDF: Nigeria Wine Market-The Implications of Consumers – Socio-demographics and Preference

Your browser is out of date. It has security vulnerabilities and may not display all features on this site and other sites.