Title:
THE DEMAND AND SUPPLY CONUNDRUM ON THE CONSUMERS OF IMPORTED ALCOHOLIC BEVERAGES IN NIGERIA

Authors:
IFEKANANDU Chukwudi Christian, Okoro Deborah P., ENEH Nnajiofor C. J.

Abstract:
Background: There are inconsistencies in the imported alcoholic beverages market in Nigeria which has led to a conundrum. When these alcoholic beverages penetrate the market, it goes scarce and most time disappears from the market. These inconsistencies are what prompted the research of this nature. Objectives: to explore consumers’ experiences as affected by the changes in the price of imported alcoholic beverages and the effect of irregular importation of alcoholic beverages on the consumers of these alcoholic brands. Design: A qualitatively designed focus group discussion using thematic analysis. Methods: Data were extracted from a focus group discussion conducted with 75 participants, including male and female, from various works of like who consume imported alcoholic beverages. Participants discussed and answered semi‐structured, open‐ended questions about their experiences related to drinking imported alcoholic drinks. Categories, subcategories and themes were created. The researcher compiled the study with the Standards for Reporting Qualitative Research. Results: The research identified two themes; “managing the prices of imported alcoholic beverages” and “managing the inconsistency in the importation of alcoholic beverages”

Keywords:
alcohol, import, beverage, wine, demand