Abstract
The German beer market shows characteristics of a declining market. Companies are looking for new sales opportunities. Female beer consumers are a target group that has been little researched so far. With the help of a survey of 230 female students, the consumer preferences of the target group are examined and marketing possibilities for breweries are pointed out. One result is that the respondents prefer to consume mixed drinks. Based on a factor analysis, four motives for consumption are distinguished: social motives, sensory charac-teristics, availability and low alcohol content. A cluster analysis is used to identify three different segments of female beer consumers. Beer advertising could be adapted according to the results in order to reach these target groups.
| Translated title of the contribution | Empirical study of the consumption preferences among female beer consumers |
|---|---|
| Original language | German |
| Pages (from-to) | 123-131 |
| Number of pages | 9 |
| Journal | Austrian Journal of Agricultural Economics and Rural Studies |
| Volume | 29 |
| Issue number | 15 |
| DOIs | |
| Publication status | Published - 2019 |
Keywords
- Beer
- Consumpution behaviour
- Germany
- Target group analysis