![]() In this paper we attempt to show how European colonial settlement and agriculture consciously destroyed this once dependable indigenous horticultural resource. A future study that assesses the impact of price on wine consumer behaviour is recommended.ĭioscorea hastifolia, the native yam, was once an important cultivated food staple of the Aboriginal people of northern southwest Australia. The result also showed that wine taste is the most important consideration in the choice of wine at purchase. Furthermore it was revealed that despite the strong preference for foreign wines, Nigerian consumers are still ethnocentric about local brand and palm wine. The results show educational qualification, age, occupation, marital status and household income influence frequency of wine consumption. The data on 487 respondents was analysed. A convenience sampling method used intercept consumers at supermarket, wine retail stores, restaurants and bars. The study was conducted in the southern part of Nigeria in the cities of Calabar, Port Harcourt, Lagos, Ibadan, Enugu and Onitsha. 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. 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 popularity of wine in the alcoholic beverage market is growing in Nigeria and is projected to hit US$370 million this year - 2015.
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