Leisure time and alcohol beverage preferences of young people in South Africa: A structural model analysis.

• Main Authors: S. Mkosi, N. Chiliya, C.T. Chikandiwa
• Format: Article
• Language: English
• Published: AfricaJournals 2016-07-01
• Series: African Journal of Hospitality, Tourism and Leisure
• Subjects: Consumer preference; product category involvement and structural equation; product category involvement; structural equation
• Online Access: http://www.ajhtl.com/uploads/7/1/6/3/7163688/article_35_vol_5__3_.pdf

It is in the best interest of all industry stakeholders to better understand the factors that influence consumer preference, brand and purchase behaviour of alcohol beverage in the South African market. A theoretical model was proposed based on the literature and tested using a cross-sectional quantitative analysis. Data were analysed using the structural equation modelling. The results of the analysis showed that the strongest factor influencing perception of product quality was price, with the second strongest being product category involvement. The results confirm that consumers take alcohol beverages during their leisure time. Also, consumers are particularly sensitive to the pricing of alcohol beverages and would buy more beer during special promotions and discounts. The consumers are also loyal to a specific brand as well. It was therefore recommended that the alcohol beverage industry and health institutions could work together to alleviate alcohol-related problems and to reduce the negative stereotypes about the beverage. Further, research could be done to assess these dimensions for different products consumed during leisure time, in order to inform both the public and the marketers.