Consumer preferences in '' Maquis '' in Abidjan (Cote D'ivoire)

The need for retail brands to differentiate themselves from their competitors by influencing consumer loyalty has elevated the perceived atmosphere at the point of sale into a strategic variable. Through this research, we try to highlight the preferences of consumers in the maquis(points of sale of beverages to consume on the spot) in Abidjan. The research was conducted using a mixed method: firstly, we conducted a qualitative study through semi-structured interviews in the municipality of Yopougon (Abidjan). Then, we made a quantitative study by questioning through a questionnaire, 800 consumers in the outlets of beverages to consume on the spot in Abidjan (the ten communes of the city) and we ended with in-depth interviews with consumers by compared to the results obtained. The results of this research indicate that consumers who visit Abidjan's beverage outlets are relatively young men from all sectors of activity. They go there more than a day a week, at least four times a month. Regarding the types of outlets, it appears that consumers prefer much more maquis (on the open air maquis) and cellars. As for the types of drinks, the study indicates that the majority of consumers prefer beers and wines in these beverage outlets.