Heineken - Marketing Research

Heineken Beer Marketing Research Spring 2012 Group 1 [pic]                airlift             In our research, we chose criteria based on our literature which is important to consumers, including: promotional material/design, taste, image of instigator, price, calories, lifestyle of consumer, and kind/economic factors. As a group, we researched these criteria, making connections with our points and the empirical state that was found. There are many an(prenominal) factors and alter the consumers perceptions of variant beers and different brands, and often times distri hardlyively individual consumers criteria is not weight the same way as the next person. One subject is for certain though; Ameri hobos crawl in to drink beer. Because of this phenomenon, Heineken wishes to move their flagship brand as a junior, trendier beer and seize more of the 21 to 30 year old beer-consuming merchandise. To strike this goal, Heineken has hired Group 1 to conduct research on this target market and sic why college students buy beer. By defining the construct of a beer purchase and conducting qualitative and vicenary research Group 1 can help Heineken to reposition their brand to better event a trend toward young, college-aged drinkers.

line of work Definition Heineken has traditionally always been a beer for a get demographic (Schmutt 2010); but recently, many of Heinekens main competitors grow begun to market their mature brands to a younger audience. Heineken too wants to capitalize on this growing trend of young (21-30 year old) drinkers, but lacks the r esearch capabilities to carry out this task.! Heineken inevitably an outline as to why college-aged consumers purchase beer so they can effectively market their brand to them.  Construct Development Allison and Uhl (1964) did a filmdom taste testing in which they tested the hypothesis that Beer drinkers cannot trace among major brands of unlabelled beer either on an overall reason or on selected characteristics (p. 36). Participants were asked to rate...If you want to get a fully essay, order it on our website: BestEssayCheap.com

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