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Consumer lifestyle and premium beer brand choice – An exploratory South African case study
| Content Provider | Semantic Scholar |
|---|---|
| Author | Kaupa, Stuart |
| Copyright Year | 2016 |
| Abstract | The South African Breweries (SAB) is facing strong competition because of the presence in the market of international premium beer brands such as Heineken, Amstel and Windhoek. Against this backdrop, this paper explored the influence of life-style characteristics of consumers’ on their choice of premium beer brands and, how the SAB could use this information to retain market share and remain competitive. A quantitative research approach was adopted to collect and analyse data from a convenience sample of 300 consumers from two major cities in KwaZulu-Natal, which is one of the largest provinces in South Africa with an estimated population of 10.27 million. Principal component analysis (PCA) was conducted to create a life style index of premium beer consumers, and it was ascertained that the life style of consumers has a major influence on their premium beer brand choices. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_13_vol_5__1_.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
