Research Article
Cultural Impact of Marketing Consumers’ Goods on Sales Volume of Alcoholic and Non Alcoholic Drinks in Nigeria
Issue:
Volume 7, Issue 3, September 2026
Pages:
87-100
Received:
28 May 2026
Accepted:
13 June 2026
Published:
11 July 2026
DOI:
10.11648/j.innov.20260703.11
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Abstract: This research investigated cultural impact of marketing consumers’ goods on sales volume of alcoholic and non-alcoholic drinks in Nigeria. Consumers of Nigerian Breweries Plc, products were the study population. A sample of 178 consumers was selected using stratified sampling technique and copies of the questionnaire administered. In all, one hundred and forty-one (141) copies of the questionnaire were retrieved and adjudged usable for study. Data was analysed using descriptive statistics, specifically, percentages, means and standard deviations. The results obtained showed that individual opinion (or belief) about the benefit of product and people’s superstitious belief about a particular brand of product affects the sales volume of consumer goods; Norm of a group, family standards and social class lifestyle have positive impact on the preferences of a brand of beverage drinks and that reference group customs and family values or behavior affects the sales and consumption of both alcoholic and non-alcoholic beverage products. The study concludes that family values have positive impact on consumers’ preference of alcoholic and non-alcoholic drinks in Nigeria and that group customs increases the sales and consumption of beverage products. The study recommended that Nigerian Breweries Plc promotion programmes should be culture bound to the indigenous people and their interest amongst others.
Abstract: This research investigated cultural impact of marketing consumers’ goods on sales volume of alcoholic and non-alcoholic drinks in Nigeria. Consumers of Nigerian Breweries Plc, products were the study population. A sample of 178 consumers was selected using stratified sampling technique and copies of the questionnaire administered. In all, one hundr...
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Aiwanehi Barbara Ofuani
