Buying Behaviour of Branded Beer

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Synopsis on Buying Behaviour of Branded Beer

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In this chapter we will give insight to the problem background by describing the Beer Market and focusing on how the market growth and competitiveness in India is. Then, since here we will try to make the statement of the problem and to identify our objectives to solve the problem.

1.1            Background of the Study

The largest growing flavor types in global beer launches in the 2007-10 period were citrus, ginger and berry, while the biggest falling was malt. The growth of soft drinks-like flavors at the expense of more traditional beer flavors is indicative of manufacturer attempts to attract new consumers (particularly women) and compete against ciders and flavored alcoholic beverages. New trends in flavors in the beer category combine both traditional and modern lements of. Craft beer makers particularly are introducing many novel flavors, such as savory flavors. Another key trend is very traditional brewing styles and flavors, and the use of old style ingredients and other flavorings. In addition, efforts are being made to experiment with different hop varieties to create different flavoured beers. At the same time, the Asian influence on the beer market is also changing perceptions of what “beer” is – a move away from the idea of a highly traditional, pure product unchanged in centuries. In short, Japanese and Chinese consumers are less resistant to changes in flavors and the format of what beer should be, and their influence will spread westwards.

Beer is considered more fashionable than brown spirits by college-going and professional youths. Beer is consumed mainly by men between 18-50 years of age in India. Female beer consumers are a relatively new phenomenon in India, however with the proliferation of mild beers such as Budweiser and Corona towards the end of the review period and gradual lifting of social taboos, young urban women between 18-25 years of age increasingly experimented with beer. While standard lagers and strong premium lagers derive most of their consumption from men, imported lager and weissbier/weizen/wheat beer derive around 10-15% of their consumption from women in the metro cities.

The largest growing flavor types in global beer launches in the 2007-10 period were citrus, ginger and berry, while the biggest falling was malt. The growth of soft drinks-like flavors at the expense of more traditional beer flavors is indicative of manufacturer attempts to attract new consumers (particularly women) and compete against ciders and flavored alcoholic beverages. New trends in flavors in the beer category combine both traditional and modern lements of. Craft beer makers particularly are introducing many novel flavors, such as savory flavors. Another key trend is very traditional brewing styles and flavors, and the use of old style ingredients and other flavorings. In addition, efforts are being made to experiment with different hop varieties to create different flavoured beers. At the same time, the Asian influence on the beer market is also changing perceptions of what “beer” is – a move away from the idea of a highly traditional, pure product unchanged in centuries. In short, Japanese and Chinese consumers are less resistant to changes in flavors and the format of what beer should be, and their influence will spread westwards.

1.2. Statement of the problem

The new global changes in this market due to new competitive strategies and consumer behavior for searching a product of better quality, makes that Beer from India should take a new market strategy to compete in the emerging flavours beer sector in the world, focusing in other factors that in the past these brands did not take into account. The way that these firms should take in the future regarding to new market strategy is the key ssue that we want to solve in this thesis.

1.3. Research Question

How Indian Beer could improve its position in the Global market through new models in competitive strategies and consumer behavior?

1.4. Research objectives

Our main objective is to get a model in which we can describe the strategy that Indian Beer firms could take in the future for obtaining a better goal to maintain a leading position in the Global Market. To reach this objective we will assess how consumer behaves and thinks about new flavours in Beer market and why is it very important to develop a unique strategy to compete against other countries. The practical objective is that this model could be applied by  Beer sector in India.

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