International Journal of Business and Management Review Vol.3,No.1, pp.1-10, January 2015 Published by European Centre for Research Training and Development UK (www.eajournals.org) 1 ISSN: 2052-6393(Print), ISSN: 2052-6407(Online) REMAINING COMPETITIVE IN TODAY’S SIGNIFICANT SHIFT IN CONSUMER CONSUMPTION PATTERN OF LAGER AND CIDER BEER: CASE OF DELTA BEVERAGE GWERU, ZIMBABWE Beauty Murwira, Tendai Ngwenya and Fainos Chokera Depot Controller, Delta Beverage, Gweru, Zimbabwe Lecturer Department of Marketing, Midlands State University, Gweru Zimbabwe Lecturer Department of Marketing, Midlands State University, Gweru Zimbabwe ABSTRACT: After the introduction of the multi-currency system, in 2009, with the $US dollar as the common currency, there was notable improvements in the economy of Zimbabwe, which also resulted in considerable shifts in the alcoholic beverages industry as well as significant shifts in the consumption behavior of consumers. This research looked at 1) relevance of age and consumption patterns 2) gender gap and alcoholic beverage consumption patterns 3) changing role of women and alcohol consumption related behavior. The aim of the research was to come up with current typical alcoholic beverage consumption pattern which will enhance the strategic and tactical approach for Delta beverage Gweru and the national market as a whole as well as improve the understanding of consumer behavior on an academic perspective KEYWORDS consumption patterns, consumer behavior, lagers, ciders INTRODUCTION A consumption pattern is that aspect of a lifestyle that relates to the nature and amount of the different goods and service that the households consider as adequate for fulfilling their needs. Consumption patterns are based on the basic principles of economics that deals with the production, distribution and consumption of goods and services. Mshakur (2008) noted that the ability to anticipate the trends in consumer consumption patterns is vital to any company desiring to be a leader or major factor in their industry. Millions of dollars are spent each year in research and analysis to determine or to create trends in, not only who the company’s customers may be, now and in the near future, but also, what will those customers want to buy, and why. Researches by Pianna, (2001), Schiffman and Kanuk (2009), Suttle, (2014) among others have shown that most organization rely on demographic factors thus age, gender, sex, income, occupation, and education, when they want to segment their market. However on the other hand Pianna (2001) also argue that one should not entirely rely on demographic factors only. Boulanger (2008) says consumption clearly relates to how one satisfies their need and want. This research therefore looked at both demographic factors and other factors influencing the consumption patterns like changing role of women and marketing of alcohol beverages to women. Local alcohol legislative measures in particular, the Liquor Act Vol 14 No.12 which prohibits selling and marketing of alcoholic beverages to persons under the age of eighteen, increase of foreign products like Heineken, Savannah and Windhoek lager, decrease in disposable income from 2013 and increased duty on lager beer from 40% to 45%, changing consumer needs and tastes