Ghana Country Report: Consumers of Alcoholic Beverages
Report description
The consumer analysis is based on an annual consumer survey among a nationally representative sample of more than 2750 people – Ghana All Media and Products Survey.
Some of the key questions the report will help you to answer are:
• Who are the key players and categories in the market and how are they positioned?
• What are the important consumer and market trends that should be included in your business strategy?
• Who are the users (and non users) of alcoholic beverages? e.g. age, gender, affluence, life-stage, geographics
• How do you engage with them? e.g. lifestyle, internet, sports, music interests
• What media do you use to communicate to them? e.g. TV, radio, newspapers, magazines
It provides a comprehensive consumer profile of the entire alcoholic beverages segment (minimum category sample = 2784 consumers), as well as a detailed segmentation by category, namely: Wine; Lager Beer; Stout Beer; Imported Sprits and Whisky; Local spirits Akpeteshie; and Local Spirits Kasapreku.
It examines in detail the demographics, lifestyle, media consumption and cellphone and Internet usage of the alcoholic beverages segment by category, making it a vital reference report for anyone wanting to understand this segment of the market.
Why purchase this market research reports?
• The report focuses on consumer-based intelligence – the most valuable brand asset
• Provides a comprehensive analysis of the “big picture” with global and local consumer/market trends
• Includes a detailed competitor analysis and category positioning
• 69 page report with 80+ charts, graphs, tables
• Salient points and key insights are highlighted and summarised in comment boxes on each page
Table of contents
1. Overview of Ghana1.1. Ghana at a glance: Table Summary: Area; population; population growth; density; life expectancy; GDP; GDP official exchange rate; GDP per capita; GNI per capita, Gini coefficient; Human Development Index; exports; export commodities; export partners; imports; import commodities; import partners
1.2. Age: 15-19; 20-24; 25-29; 30-34; 35-39; 40-44; 45-49; 50-54; 55-59; 60+ (2008); 0-14; 15-64; 65+ (2010 est.)
1.3. Age and Gender: Age by gender (pyramids; 2010 est.)
2. Competitor Analysis and Alcoholic Beverage Market Trends:
2.1. Alcoholic Beverage Categories consumed most in Ghana: Wine; Beer and Stout; Spirits
2.2. Ghanaian Trends Local Spirits Explained: Local Spirits: Akpeteshie; Local spirits: Kasapreku ; Alcoholic Beverages
3. Profile of Alcoholic Beverage Users and Non-Users (2008) by Category: Wine; Beer Lager; Beer Stout; Imported Spirits; Local Spirits Akpeteshie; Local Spirits Kasapreku
3.1. Consumers of Alcoholic Beverage Category: Total consumers; % of total adult population; Bottles consumed in the past 4 weeks
3.2. Consumers of Alcoholic Beverage Category: Users vs. Non Users %
4. Demographic Profile and Category Penetration by Category (2008): Wine; Beer Lager; Beer Stout; Imported Spirits; Local Spirits Akpeteshie; Local Spirits Kasapreku
4.1. African Regional LSM Profile: Category profile and category share of each category by African Regional LSM group
4.2 SA LSM: Category profile and category share of each category by SA LSM group
4.3. Gender Profile: Category profile and category share of each category by gender
4.4. Age Profile: Category profile and category share of each category by age group
4.5. Home Language Profile: Category profile and category share of each category by home language
4.6 Read/Understand Language: Category profile and category share of each category by read/understand language
4.7. Region: Category profile and category share of each category by region
4.8. Community Profile: Category profile and category share of each category by community
4.9. Marital Status Profile: Category profile and category share of each category by marital status
4.10. Work Status Profile: Category profile and category share of each category by work status
4.11. Education Profile: Category profile and category share of each category by education
5. Lifestyle by Category (2008): Wine; Beer Lager; Beer Stout; Imported Spirits; Local Spirits Akpeteshie; Local Spirits Kasapreku
5.1. Cell phone Ownership: Cellphone ownership by segment category
5.2 Cell phone Activities: Sent an SMS by segment category; Made a call via mobile phone by segment category
5.3. Personal Computer Ownership: Ownership of personal computer by segment category
5.4 Internet Access: Internet access by segment category
5.5. Internet Usage: Internet usage the day before, in past 7 days, past 4 weeks, long ago or never by segment category
5.6. Email usage: Email usage the day before, in past 7 days, past 4 weeks, long ago or never by segment category
5.7 Motor Vehicle Ownership: Ownership of motor vehicle by segment category
5.8. Sports events attended: Sports attendance by segment category
5.9. Cinema: Cinema attendance by segment category; Cinema attendance the day before, in past 7 days, past 4 weeks, long ago or never by segment category
6. Media by Category (2008): Wine; Beer Lager; Beer Stout; Imported Spirits; Local Spirits Akpeteshie; Local Spirits Kasapreku
6.1. Newspaper: Read or paged through a newspaper the day before, in past 7 days, in past 4 weeks, long ago or never by segment category
6.2. Newspaper readership: Top three daily and weekly newspapers by segment category (Average daily readership)
6.3. Magazine: Read or paged through a magazine the day before, in the past 7 days, the past 4 weeks, long ago or never by segment category
6.4. Magazine readership: Top magazines by category (Average readership)
6.5. Radio: Listened to radio the day before, in past 7 days, in past 4 weeks, long ago or never by segment category
6.6. Radio Stations: Top three radio stations in past 7 days by segment category
6.7. TV Viewership: Watched TV the day before, in past 7 days, in past 4 weeks, long ago or never by segment category
6.8. TV channels: Top three TV channels watched in past 7 days by segment category
6.9. Pay/Subscription TV: Watched pay/subscription TV the day before, in past 7 days, in past 4 weeks, long ago or never by segment category
6.10. Outdoor Media: Awareness of Outdoor media in past 7 days; Within city centre/town, outskirts of city/town, highway, at the market, on a taxi, on a bus, on a train coach, bus stop by segment category
The just-drinks office is currently: Open
Office opening hours
Mon-Thursdays 9:00am-5:30pm
Fridays 9:00am-4:30pm
The office is closed during weekends.
Current time at just-drinks headquarters: 2:42pm (Tuesday, 21 May 2013)
Do you need help finding the right report? Speak to a member of our research team online.
Why not check our FAQ section? Your question may have been answered already!
Need help? Contact the research team
