Heineken - Marketing Research

Heineken Beer Marketing Research Spring 2012 assort 1 [pic]               Abstract             In our enquiry, we chose criteria based on our literature which is important to consumers, including: publicity/design, hold, image of instigator, price, calories, lifestyle of consumer, and anatomy/economic factors. As a group, we researched these criteria, making connections with our points and the empirical pass on that was found. There are umpteen factors and alter the consumers perceptions of variant beers and contrary tags, and often times each individual consumers criteria is not clog the same way as the next person. One plain is for certain though; Ameri hobos grapple to drink beer. Because of this phenomenon, Heineken wishes to stir their flagship mark as a junior, trendier beer and commence more of the 21 to 30 year old beer-consuming merchandise. To light upon this goal, Heineken has hired Group 1 to conduct research on this tar bring market and set up why college students buy beer. By defining the construct of a beer purchase and conducting qualitative and duodecimal research Group 1 target help Heineken to reposition their brand to better progeny a trend toward issue, college-aged drinkers.

riddle Definition Heineken has traditionally always been a beer for a mature demographic (Schmutt 2010); but recently, many of Heinekens main competitors have begun to market their mature brands to a junior audience. Heineken too wants to capitalize on this growing trend of young (21-30 year old) drinkers, but lacks the research capabilities to carry out this task. Heineken ineluctably 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 test in which they time-tested the hypothesis that Beer drinkers cannot trace among study brands of unlabeled 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, station it on our website: Orderessay

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