- Title
- The effect of the 2020 to 2021 alcohol ban on alcohol consumption and consumer preferences
- Creator
- Dullabh, Curtis
- Subject
- Drinking customs
- Subject
- Alcoholic beverages
- Subject
- Consumer behavior -- South Africa
- Date Issued
- 2024-12
- Date
- 2024-12
- Type
- Master's theses
- Type
- text
- Identifier
- http://hdl.handle.net/10948/69565
- Identifier
- vital:77714
- Description
- This study examines the effect of the alcohol ban from 2020 to 2021 on consumer preferences and consumption habits. The COVID-19 virus was first detected in China, in 2019. The virus spread rapidly, crippling health care systems across the world. As the disease spread, countries began looking at ways to reduce the strain on the health care system caused by other factors (Gu, 2020). The first case in South Africa was recorded on 5 March 2020. South Africa reacted quickly and decided to implement a hard lockdown on alcohol, 22 days after the first case was recorded (Murhula & Nunlall, 2021). Due to the high number of trauma-related cases, which affected the healthcare system and South Africa’s reputation for being a country that consumes high volumes of alcohol, the government needed swift action. This alcohol ban sent shock waves across the country and alcohol consumers began to panic (BBC, 2020). In addition, the alcohol ban caused people to alter their consumption behaviours and some even resorted to homebrewing alcohol during the lockdown. Alcohol was available through the illicit market, which came at a premium price with limited options. This study originated from the alcohol ban, as consumers were exposed to brands, they otherwise would not have considered if all alcohol beverages were available. The scarcity of alcohol products, the excessive prices of alcohol and the effort it took to obtain alcohol, played a major role in altering drinking behaviours and brand preferences post the alcohol ban. Results from the study indicated that age and gender played no significant role in alcohol consumption, brand preference across categories were affected with two of nine alcohol categories experiencing a decline in consumption, from before to after the ban. During the ban, the majority of respondents consumed alcohol with some resorting to homebrewed alcohol, which showed a significant increase in consumption during the ban. The opportunity to further this study would be to investigate the increase in low alcoholic beverages and non-alcohol beverages as key avenues for organisations within the alcohol industry.
- Description
- Thesis (MBA) -- Faculty of Business and Economic Sciences, Business School, 2024
- Format
- computer
- Format
- online resource
- Format
- application/pdf
- Format
- 1 online resource (97 pages)
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela University
- Rights
- All Rights Reserved
- Rights
- Open Access
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- Visitors: 26
- Downloads: 6
Collections
NMU Business School
| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | SOURCE1 | DULLABH, C.pdf | 1 MB | Adobe Acrobat PDF | View Details Download |