An analysis of consumer behavior and marketing strategies influencing packaged traditional beer preference in Chimwemwe

MBALE, ISAAC and BATALA, JOSEPH and MWACHIKOKA, CHIBULO FOSTER (2025) An analysis of consumer behavior and marketing strategies influencing packaged traditional beer preference in Chimwemwe. International Journal of Science and Research Archive, 15 (2). pp. 879-890. ISSN 2582-8185

This study aimed to examine the key factors influencing consumer preferences for packaged traditional beer in Chimwemwe Township, Kitwe, Zambia. The research primarily focused on two objectives: (1) identifying the main determinants influencing consumer preference for packaged traditional beer, and (2) assessing the role of advertising and peer influence in shaping brand preference. A sample size of 30 respondents, selected using purposive sampling, was surveyed using a structured questionnaire. The study employed a descriptive quantitative research design, with data analyzed through descriptive and inferential statistics, including correlation analysis. The findings revealed that the primary determinants of consumer preference were taste (87%) and affordability (80%), with brand familiarity and packaging playing lesser roles. Advertising had a moderate impact on brand awareness, with 68% of respondents recalling National Breweries' ads, but only 41% found them culturally relevant. Peer influence was a significant factor, as 72% of respondents admitted that their beer choices were influenced by friends and family, which showed a strong positive correlation (r = 0.67) with brand preference. In conclusion, the study demonstrated that traditional factors such as taste and price remained dominant in consumer decision-making, while modern factors like advertising and peer influence also played crucial roles. The research highlighted that National Breweries could enhance its marketing effectiveness by aligning campaigns with local cultural values and leveraging peer-led strategies. The study recommends that National Breweries adopt more culturally relevant advertising, implement peer-led marketing initiatives, enhance product visibility in key community areas, and establish feedback mechanisms to improve consumer engagement. By addressing these areas, the brewery could strengthen its market position and foster greater consumer loyalty in Chimwemwe Township.