Assessing Consumer Preference for Origin-Labelled Drinks and its Implications for the Food and Drinks Industry in Ghana

Fred Yamoah and Paul N. Buasti, ‘Assessing Consumer Preference for Origin-Labelled Drinks and its Implications for the Food and Drinks Industry in Ghana’, paper presented at the 9th IAABD Annual Conference, "Global and Local Dynamics in African Business and Development", 20 May 2008 – 24 May 2008, University of Florida, Gainesville, Florida.Country of produce label is an important factor that affects consumer evaluation of food and drinks on the market. The direction of international marketing for food and drink has shifted to emerging markets since developed country markets are matured and saturated. Thus, consumer preference for domestic versus foreign drinks on the Ghanaian market is investigated. A survey carried out captured purchase preference, level of satisfaction and demographic links for alcoholic drinks from Ghana, Nigeria, Cote d’Ivoire, South Africa, Japan, USA and UK. Results of the analysis indicates frequently purchased alcoholic drinks range from Ghana, Nigeria, Cote d’Ivoire, South Africa, Japan, USA and UK. Level of satisfaction for alcoholic drinks purchased on the basis of origin-labeled rating also reveals: UK, USA, South Africa, Ghana, Japan, Cote d’Ivoire and Nigeria. The domestic alcoholic brand though popular is weak in the class of UK and USA brands; equal with South Africa and Japan; and strong amongst Nigeria and Cote d’Ivoire. The study further reveals that higher income earners are more likely to purchase domestic alcoholic beverages. It thus appears that the prospect of increased utilization of domestic cereals by the local breweries is not promisin