Consumer lifestyle and premium beer brand choice– An exploratory South African case study
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...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
AfricaJournals
2016-01-01
|
| Series: | African Journal of Hospitality, Tourism and Leisure |
| Subjects: | |
| Online Access: |
http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_13_vol_5__1_.pdf
|