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.
Table of Contents
1 Introduction
1.1 Academic Rationale for the Research Project
1.2 Personal Rationale for the Research Project
1.3 Aim and Objectives
1.4 Dissertation Structure
1.5 Chapter Conclusion
2 Literature Review
2.1 Beer Market
2.1.1 Trends
2.1.2 Prices
2.2 Consumer Behaviour
2.2.1 Consumer Decision Making
2.2.2 Purchase Behaviour
2.2.3 Brand loyalty
2.3 Generation Y
2.4 Advertising and Marketing Implications
2.5 Beer Packaging
2.6 Chapter Conclusion
3 Methodology
3.1 Introduction
3.2 Importance of Research Studies
3.3 Mixed-Methods Research
3.3.1 Quantitative Research
3.3.1.1 Strengths
3.3.1.2 Limitations
3.3.1.3 Online Surveys
3.3.2 Qualitative Research
3.3.2.1 Strengths
3.3.2.2 Limitations
3.4 Sampling
3.5 Data Analysis
3.6 Research limitations
3.6.1 Time and Cost
3.6.2 Limitations to Access
3.7 Pilot Study
3.8 Ethics
3.9 Conclusion
4 Research Findings and Analysis
4.1 Introduction
4.2 Sampling
4.2.1 Age Samples
4.2.2 Gender Samples
4.2.3 Duration of Residency in England Samples
4.2.4 Employment Status Samples
4.3 Key Research Themes
4.3.1 Price and Promotion
4.3.1.1 Off-trade
4.3.1.2 On-trade
4.3.2 Taste
4.3.2.1 Off-trade
4.3.2.2 On-trade
4.3.3 Material benefits
4.3.3.1 Off-trade
4.3.3.2 On-trade
4.3.4 Brand loyalty
4.3.4.1 Off-trade
4.3.4.2 On-trade
4.3.5 Occasion and Image
4.3.5.1 Off-trade
4.3.5.2 On-trade
4.3.6 Value for money
4.3.6.1 Off-trade
4.3.6.2 On-trade
4.3.7 Advertising
4.4 Conclusion
5 Conclusion and Recommendations
5.1 Introduction
5.2 Answering the Research Question
5.2.1 Objective 1
5.2.2 Objective 2
5.2.3 Objective 3
5.2.4 Objective 4
5.3 Concluding Statement
5.4 Recommendations for the Beer Industry
5.5 Limitations
5.6 Recommendations for Further Research
5.7 Conclusion
Objectives and Core Themes
This research aims to investigate and evaluate the factors influencing the purchasing decisions of Generation Y in England regarding various beer containers. The study seeks to understand how price, brand loyalty, occasion, and packaging type interact to drive consumer choices in both off-trade and on-trade environments.
- The impact of price and promotional activities on off-trade versus on-trade beer purchasing.
- Perceptions of taste and quality associated with cans, bottles, and draught beer.
- The influence of social occasion and context on consumer packaging preferences.
- The role of emotional engagement and authenticity in effective beer advertising for Generation Y.
Excerpt from the Book
4.3.3 Material benefits
In terms of material benefits of different containers off-trade, cans were associated with larger benefits than bottles. Quantitative research showed that generation Y perceives cans to contain more liquid than bottles, they are easier to carry and harder to break. Cans were also associated with outdoor activities such as festivals, pools and beach. Bottles wouldn’t be a good fit for outdoor activities as the weight and breakage might be a concern, where cans would be more suitable (Datamonitor 2014; Lewis 2014). When choosing between different beer containers Brad Stevenson, vice president of operations at Founder Brewing Company claims that it is all about customer preference, depending on occasion or location (Lewis 2014). Different occasions will be discussed further in this chapter.
Participant 1: If you go to a festival then cans would be more suitable.
Participant 2: You can imagine as well by a pool side a can would be safer than a bottle.
Participant 3: Also if you carry around a lot of cans, if you drop them you might only break one while with bottles every single one of them would be smashed.
Bottles however, were found to have some material benefits over cans, for example it is an easier container to drink out of than cans, it keeps the beer cold for a longer period of time and it is a see-through container which some participants found more appealing.
Summary of Chapters
1 Introduction: Provides an overview of the research topic, including the academic and personal rationale, as well as the aim and objectives of the dissertation.
2 Literature Review: Examines existing academic and industry literature concerning the beer market, consumer behaviour, Generation Y, and the impact of marketing and packaging on purchasing decisions.
3 Methodology: Justifies the mixed-methods research approach, detailing the use of quantitative questionnaires and qualitative focus groups, along with the sampling strategies applied.
4 Research Findings and Analysis: Presents and critically evaluates the primary data collected, identifying key themes such as the role of price, taste, and occasion in consumer decisions.
5 Conclusion and Recommendations: Synthesizes the research results to answer the main research question, provides recommendations for industry stakeholders, and outlines limitations and areas for future study.
Keywords
Generation Y, Beer Industry, Consumer Behaviour, Purchasing Decisions, Beer Containers, Canned Beer, Bottled Beer, Draught Beer, Price Sensitivity, Brand Loyalty, Marketing, Packaging, England, Hospitality Management, Mixed-methods Research.
Frequently Asked Questions
What is the primary focus of this dissertation?
The research investigates the factors influencing the purchasing decisions of Generation Y consumers in England when choosing between different beer containers, specifically cans, bottles, and draught products.
What are the core thematic areas of the research?
The study centers on price sensitivity, the influence of packaging on taste perception, brand loyalty, the impact of the social occasion, and the effectiveness of marketing communications.
What is the central research question?
The study seeks to identify what factors influence the purchasing decision process of Generation Y (aged 18-34) in England when choosing between bottled, canned, or draught beer.
Which scientific methodology is employed?
A mixed-method research approach is used, combining quantitative data from 128 survey responses with qualitative insights gathered from three focus group discussions.
What does the main body of the work cover?
The main body, particularly Chapter 4, provides a detailed analysis of findings categorized into key themes like price, promotion, taste, material benefits, brand loyalty, occasion, and advertising.
How is the research characterized by its keywords?
The work is defined by its focus on demographic-specific consumer behaviour (Generation Y), the specific retail/hospitality contexts (off-trade vs. on-trade), and product attributes (packaging, value, brand).
Do cans have a specific reputation among the target demographic?
Yes, the study finds that cans are often associated with lower prices and convenience, but also face a traditional stigma regarding a perceived metallic taste.
Why is draught beer preferred in an on-trade setting?
Participants associate draught beer with a fresher, superior taste and a social experience, viewing it as a "treat" compared to purchasing multipacks for home consumption.
- Arbeit zitieren
- Michal Man (Autor:in), 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
