Heineken - Marketing Research

Heineken Beer Marketing Research Spring 2012 Group 1 [pic]                sneak             In our research, we chose criteria based on our literature which is important to consumers, including: encase/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 some(prenominal) factors and alter the consumers perceptions of variant beers and different brands, and often times individually individual consumers criteria is not weight the same way as the next person. One subject is for certain though; Ameri hobos sleep together to drink beer. Because of this phenomenon, Heineken wishes to free their flagship brand as a junior, trendier beer and induce more of the 21 to 30 year old beer-consuming food market. To hand 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 valued research Group 1 can help Heineken to reposition their brand to better event a trend toward young, college-aged drinkers.

conundrum Definition Heineken has traditionally always been a beer for a fledged demographic (Schmutt 2010); that recently, many of Heinekens main competitors aim begun to market their mature brands to a younger audience. Heineken too wants to capitalise on this growing trend of young (21-30 year old) drinkers, but lacks the research capabilitie s to carry out this task. Heineken inevitab! ly 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 sieve in which they tested the hypothesis that Beer drinkers cannot trace among major brands of untagged 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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