Browsing by Author "Ugbo, Juhnbull"

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    Nigerian wine market research and Moldovan wine export perspectives
    (INCE, 2022) Ugbo, Juhnbull
    The growth pattern of the alcoholic beverage market suggests that the taste and preference of Nigerian consumers have changed to wine as a beverage drink of interest, especially for relaxation, at important functions and major celebrations. However, to meet these needs, consumers are reliant on the import of quality wines made from grapes from the main wine producing countries. Therefore, the growth in the Nigerian wine market has relied mainly on bottled foreign wines and the imported bulk wine from foreign wineries, bottled and packaged as local brands. Social demographic variables and consumer preference were analyzed and reported as important to the wine market. However, one of the determinant of purchase and consumption was not investigated – the role price in wine consumption pattern and behavior. It is pertinent to study the drivers or motivation factors of the wine drinkers so that strategy for marketing wine to real and potential consumers can be improved. This article reflects some results of the Nigerian sale market research from the perspective of capitalizing on the export potential of Moldovan wines.