RT Article
T1 Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences
JF Journal of drug issues
VO 53
IS 4
SP 536
OP 551
A1 Dumbili, Emeka W.
A1 Uwa-Robinson, Kelechi
A2 Uwa-Robinson, Kelechi
LA English
YR 2023
UL https://krimdok.uni-tuebingen.de/Record/1859193323
AB No previous research has examined how and why Nigerians choose their alcohol brands. Using qualitative data, this study explored brand preference and the reasons for brand choice among 18 to 24 year-old Nigerians who use alcohol. Participants were divided into three categories based on their beer, spirit, and wine preferences. While most men preferred beer and spirits, many women chose traditional and recently developed flavoured beers and spirit-based drinks, which the alcohol industry promotes as women-friendly alcoholic drinks. Some participants chose low-strength brands to avoid heavy drinking and intoxication, while others preferred high-strength brands for immediate bodily thrills/intoxication. Some participants preferred expensive brands to cheaper beverages to construct social identity and portray an affluent lifestyle, while others used the consumption of ‘foreign’ or uncommon brands to enact distinction. Alcohol advertising and peer influence significantly impacted brand awareness and preferences. Interventions should focus on reducing alcohol/brand availability and accessibility in Nigeria.
K1 nigeria
K1 Young People
K1 flavoured beverages
K1 drinking patterns
K1 brand preferences
K1 Alcohol
DO 10.1177/00220426221135765