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, Consumer Psychology (Beer Industry Chosen) - Essay Example

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Having an in-depth understanding of how and why consumers behave in a particular way is the key to marketing success and solid bottom line on the P&L. The marketer who knows his customer the best will be most able to provide to him what he needs and will likely buy. To explain…
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Essay, Consumer Psychology (Beer Industry Chosen)
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", Consumer Psychology (Beer Industry Chosen)"

Download file to see previous pages One fact has remained steady and that is the beer consumer. In recent years, however, there has been a decline in beer consumption due to a variety of reasons, most obvious of which is the evolving consumer behaviour.
This essay will identify some important and noteworthy behaviours of beer consumers that have been observed or found through literature reviews. The second section of the paper will attempt to interpret the behaviours into known consumer behaviour concepts for better understanding. The final part will convert the interpretations for the use of marketers in the development and planning of campaigns to satisfy these needs of the customers.
Picture a roomful of men, sitting in front of the Sony Bravia TV to watch the latest English Premier League game, after a long, tiring day. Their wives and children are supping or sleeping peacefully at home but tonight is the boys’ night out. Somebody has just ordered Dominos pizza and the men are all sitting with camaraderie, joking and laughing loudly together. To complete this scene there is only one thing needed: beer.
If we take the definition of Consumer Behaviour to be, “the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods and services” (Loudon, p5), then the above, a typical scenario involving loyal beer consumers, can be broken down into distinct steps, each signifying one aspect of the consumer’s behaviour with regards to beer usage and consumption:
1. Evaluating: As the boys will get together and there will be carefree banter and fun, there has to be an activity (watching sports on a big screen TV like the Bravia), a venue (the living room), participants (all the five or six men), food (pizza by Dominos as all the ‘boys’ like it) and drink (which has to be beer). What can be derived from this is that when adults are relaxing and in the mood to have fun, they will likely want beer.
2. Acquiring: Getting ...Download file to see next pagesRead More
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