REMAINING COMPETITIVE IN TODAY’S SIGNIFICANT SHIFT IN CONSUMER CONSUMPTION PATTERN OF LAGER AND CIDER BEER: CASE OF DELTA BEVERAGE GWERU, ZIMBABWE (Published)
After the introduction of the multi-currency system, in 2009, with the $US dollar as the common currency, there was notable improvements in the economy of Zimbabwe, which also resulted in considerable shifts in the alcoholic beverages industry as well as significant shifts in the consumption behavior of consumers. This research looked at 1) relevance of age and consumption patterns 2) gender gap and alcoholic beverage consumption patterns 3) changing role of women and alcohol consumption related behavior. The aim of the research was to come up with current typical alcoholic beverage consumption pattern which will enhance the strategic and tactical approach for Delta beverage Gweru and the national market as a whole as well as improve the understanding of consumer behavior on an academic perspective
Keywords: Consumer Behavior, ciders, consumption patterns, lagers