Choosing between different beer containers. What factors influence the purchasing decisions of Generation Y in England?


Bachelorarbeit, 2015
77 Seiten, Note: GPA 4.0, UK first-class honours

Inhaltsangabe oder Einleitung

This research is focused on the investigation of factors influencing purchasing decisions of Generation Y in England when choosing between different beer containers; specifically canned, bottled and draught beer products.

The objectives for this research were to review current and relevant literature on the beer industry, consumer behaviour and marketing sector in relation to beer purchasing by Generation Y in respect of different beer containers, to carry out primary research regarding the influencing factors of beer purchasing decisions of this segment, to analyse the research findings by offering discussion and evaluation of both primary and secondary data, and to present research conclusion including identification of limitations to this research and make recommendation for the beer market and further research.

In modern society beer is the leading drinks category in the UK by some distance in both volume and value sales. In this competitive market, product and packaging innovations are essential in order to create or maintain competitive advantage. Beer companies are introducing various fruit flavoured products and new package designs offering new ways to serve up a colder and smoother drink experience, and they have become adept at tapping into consumer insights to help direct such innovations. This research is focused on three major types of beer packaging and examines purchasing behaviour within the English youth market in the age banding 18-34; often referred to as Generation Y.

Details

Titel
Choosing between different beer containers. What factors influence the purchasing decisions of Generation Y in England?
Hochschule
Bournemouth University  (School of Tourism)
Note
GPA 4.0, UK first-class honours
Autor
Jahr
2015
Seiten
77
Katalognummer
V518516
ISBN (eBook)
9783346112880
Sprache
Englisch
Schlagworte
Beer, Beer containers, Purchasing decision, generation Y, beer cans, beer bottles, off-trade and on-trade, UK
Arbeit zitieren
Michal Man (Autor), 2015, Choosing between different beer containers. What factors influence the purchasing decisions of Generation Y in England?, München, GRIN Verlag, https://www.grin.com/document/518516

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