{"id":434158,"date":"2026-08-24T17:24:07","date_gmt":"2026-08-24T09:24:07","guid":{"rendered":"https:\/\/library.usj.edu.mo\/?post_type=tnc_col_19837_item&#038;p=434158"},"modified":"2026-08-24T18:32:47","modified_gmt":"2026-08-24T10:32:47","slug":"an-exploratory-study-of-students-consumption-of-non%e2%80%90alcoholic-beverages-in-nigeria-a-qualitative-perspective","status":"publish","type":"tnc_col_19837_item","link":"https:\/\/library.usj.edu.mo\/zh\/scholarly-work-usj\/an-exploratory-study-of-students-consumption-of-non%e2%80%90alcoholic-beverages-in-nigeria-a-qualitative-perspective\/","title":{"rendered":"AN EXPLORATORY STUDY OF STUDENTS&#8217; CONSUMPTION OF NON\u2010ALCOHOLIC BEVERAGES IN NIGERIA: A QUALITATIVE PERSPECTIVE"},"content":{"rendered":"<p>PURPOSE \u2013 GIVEN THE DIVERSITY WHICH EXISTS AMONG VARIOUS GROUPS OF CONSUMERS, THE PURPOSE OF THIS PAPER IS TO EXPLORE STUDENTS&#8217; CONSUMPTION OF NON\u2010ALCOHOLIC BEVERAGES IN NIGERIA. DESIGN\/METHODOLOGY\/APPROACH \u2013 THREE FOCUS GROUPS AND 20 IN\u2010DEPTH INTERVIEWS WERE CONDUCTED WITH STUDENTS IN THREE UNIVERSITIES LOCATED IN LAGOS, NIGERIA. FINDINGS \u2013 INITIAL FINDINGS INDICATE THAT THESE STUDENTS&#8217; CONSUMPTION OF NON\u2010ALCOHOLIC BEVERAGES IS INFLUENCED IN MANY WAYS. NEVERTHELESS, THE MOST STRIKING OF THESE INFLUENCES ARE FOUND TO BE CONVENIENCE OF PURCHASE, ALONG WITH AVAILABILITY, PRICE, HEALTH CONCERNS, AND CULTURE\/SOCIAL REASONS. ORIGINALITY\/VALUE \u2013 THE MAIN CONTRIBUTION OF THE STUDY LIES IN THE RELEVANCE OF SEGMENTATION, TARGETING, AND POSITIONING ACTIVITIES OF BUSINESS ORGANISATIONS IN RESPECT OF MARKETING OF NON\u2010ALCOHOLIC BEVERAGES. BASED ON THE FINDINGS, THE EMPIRICAL STUDY WILL SERVE AS A VALUABLE INPUT TO MARKETERS IN THEIR PLANNING, ANALYSIS, AND IMPLEMENTATION OF APPROPRIATE MARKETING STRATEGIES TO STUDENTS VIS\u2010\u00c0\u2010VIS THE HIGHLIGHTED INFLUENCES ON THEIR CONSUMPTION OF THIS CATEGORY OF FOOD. IT WILL THUS SERVE AS A TOOL FOR CREATING COMPETITIVE ADVANTAGE IN THIS PREVAILING VOLATILE BUSINESS ENVIRONMENT.<\/p>","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","class_list":["post-434158","tnc_col_19837_item","type-tnc_col_19837_item","status-publish","format-standard","hentry","tnc_tax_19818-english","tnc_tax_19716-faculty-of-business-and-law","tnc_tax_19659-journal-article"],"taxonomy_info":[],"featured_image_src_large":false,"author_info":[],"comment_info":0,"featured_img":false,"coauthors":[],"author_meta":{"author_link":"https:\/\/library.usj.edu.mo\/zh\/author\/emilychan\/","display_name":"emily chan"},"relative_dates":{"created":"Posted 1 \u5929 ago","modified":"Updated 1 \u5929 ago"},"absolute_dates":{"created":"Posted on 24 8 \u6708, 2026","modified":"Updated on 24 8 \u6708, 2026"},"absolute_dates_time":{"created":"Posted on 24 8 \u6708, 2026 5:24 \u4e0b\u5348","modified":"Updated on 24 8 \u6708, 2026 6:32 \u4e0b\u5348"},"featured_img_caption":"","tax_additional":{"tnc_tax_19993":{"linked":[],"unlinked":[],"slug":"tnc_tax_19993","name":"SDGs"},"tnc_tax_19818":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/language\/english\/\" class=\"advgb-post-tax-term\">ENGLISH<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">ENGLISH<\/span>"],"slug":"tnc_tax_19818","name":"LANGUAGE"},"tnc_tax_19716":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/faculty-research-unit\/faculty-of-business-and-law\/\" class=\"advgb-post-tax-term\">FACULTY OF BUSINESS AND LAW<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">FACULTY OF BUSINESS AND LAW<\/span>"],"slug":"tnc_tax_19716","name":"FACULTY \/ RESEARCH UNIT"},"tnc_tax_19664":{"linked":[],"unlinked":[],"slug":"tnc_tax_19664","name":"SUBJECT"},"tnc_tax_19659":{"linked":["<a href=\"https:\/\/library.usj.edu.mo\/zh\/resource-type\/journal-article\/\" class=\"advgb-post-tax-term\">Journal Article<\/a>"],"unlinked":["<span class=\"advgb-post-tax-term\">Journal Article<\/span>"],"slug":"tnc_tax_19659","name":"Document Type"}},"series_order":"","_links":{"self":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434158","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item"}],"about":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/types\/tnc_col_19837_item"}],"replies":[{"embeddable":true,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/comments?post=434158"}],"version-history":[{"count":1,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434158\/revisions"}],"predecessor-version":[{"id":436145,"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/tnc_col_19837_item\/434158\/revisions\/436145"}],"wp:attachment":[{"href":"https:\/\/library.usj.edu.mo\/zh\/wp-json\/wp\/v2\/media?parent=434158"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}