'n Ondersoek na die beeld van Sorghumbier onder swart verbruikers aan die Oos-Rand

Abstract

Since 1973 the sales of sorghum beer showed a marked decline and it is the object of this study to determine to what extent, if any, the consumer's product image contributed to this decrease. An attempt is also made to gain some insight into the attitude of comsumers towards beer halls, to identify the sorghum beer drinker in terms c£ level of income as well as education and to determine the amount of sorghum beer consumed in comparison with the other alcoholic drinks. From a universum of 360 000, a random sample of 360 was chosen, proportionate to the number of inhabitants in houses, hostels and private hostels in the area. Information was collected by means of the attached questionaire. In identifying the sorghum beer drinker it was found that the consumption of sorghum beer tends to de= crease as the level of income and education is improved. The highest consumption of sorghum beer was found amongst labourers and semi-skilled labourers. It is therefore concluded that as the level of income and education of Blacks may improve a reduced consumption of sorghum beer may be expected. It is however possible that the natural growth in population may compensate for this tendency and that sorghum beer sales will not decrease drastically.

The average annual consumption of commercial sorghum beer amounts to 161 litres whilst 155 litres of home brewed sorghum beer are consumed. The total consumption of sorghum beer therefore exceeds the consumption of malt beer, which is 263 litres per annum. It is however, evident that an increase in the spending on malt beer results in a decrease in the spending on sorghum beer and vice versa. The competition between malt beer and sorghum beer is therefore expected to increase. As far as the consumer's product image is concerned, the study revealed negative attitudes amongst respondents who do not drink sorghum beer, whilst more positive attitudes were found amongst sorghum beer drinkers. Only 30% of the respondents indicated that they drink sorghum beer regularly. Reasons given for not drinking sorghum beer revealed certain shortcomings in the product for example the smell which is found to be unpleasant by some respondents and the short shelf life. Sorghum beer drinkers viewed the product as healthy, cheap, and nutricious. Amongst the non- drinkers of sorghum beer 47% indicated that nothing would persuade them to use sorghum beer. The view is therefore held that it must be endeavoured to retain the present sorghum beer drinkers as long as possible to give serious attention to product development to cater for other segments of the market.

The premium put on the taste and quality by sorghum beer drinkers demands that priority be given to quality - and stock control. The typical sorghum beer drinker is seen as old, male, poor and with low educational level. Suggestions to improve sorghum beer revealed differeces in taste which may be catered for by more than one product. Packed sorghum beer is prefered by 43°/4 of the sorghum beer drinkers and the 1 liter carton pack appears to be the most popular at this stage. Price consciousness proves to be high and drinkers are not prepared to pay much more even for a better quality sorghum beer. Only 41% of the sorghum beer drinkers prefer to drink in the beer halls and the general image of the beer halls can be described as poor with negative attitudes towards service and facilities.