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


Thèse de Bachelor, 2015
77 Pages, Note: GPA 4.0, UK first-class honours

Résumé ou Introduction

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.

Résumé des informations

Titre
Choosing between different beer containers. What factors influence the purchasing decisions of Generation Y in England?
Université
Bournemouth University  (School of Tourism)
Note
GPA 4.0, UK first-class honours
Auteur
Année
2015
Pages
77
N° de catalogue
V518516
ISBN (ebook)
9783346112880
Langue
Anglais
mots-clé
Beer, Beer containers, Purchasing decision, generation Y, beer cans, beer bottles, off-trade and on-trade, UK
Citation du texte
Michal Man (Auteur), 2015, Choosing between different beer containers. What factors influence the purchasing decisions of Generation Y in England?, Munich, GRIN Verlag, https://www.grin.com/document/518516

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