Title: Beverage consumption and seasonal change effect

Authors: Johnny C. Chaanine; Luciana C. Chaanine

Addresses: Lebanese University, Third Branch, Lebanon, 1102-2801, North Lebanon ' National Centre for Research and Development, Tripoli, Lebanon

Abstract: Beverage consumption has been widely studied as a factor targeting all generations. However, few studies have analysed the impact of climate changes on the relationship between marketing and beverages consumption. The Lebanese market, a 4-season environment, is the destination of choice in the MENA region, where the researchers tested their model to see the impact of the seasonal change and marketing on beverage consumption. The results reveal similarities and some differences with previous studies. They highlight interesting indications to marketers in Lebanon and other emerging communities. Some researchers studied seasonal changes' effects on people's mood; others studied the mood effect on customers' preferences. This paper tests the relationship and analyses the effect of seasonal changes on the consumer's preference and consumption and the possibility of being a mediator in the relationship of marketing beverages and their consumption.

Keywords: beverage; consumption; marketing; environment; seasonal change.

DOI: 10.1504/JGBA.2018.10017679

Journal for Global Business Advancement, 2018 Vol.11 No.3, pp.264 - 278

Published online: 22 Nov 2018 *

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