Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.

• Main Authors: Goh, Julynn Kailin., Koh, Magdalene Hui Ying.
• Other Authors: Chua Wei Hwa
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51577
• Institution: Nanyang Technological University

With the potential growth in the Singapore beer market, marketing managers are utilizing various forms of marketing strategies to appeal to the younger crowd. This study sets out to reconcile prior literatures that seemingly contradict each other in trying to establish the effectiveness of marketing strategies in developing strong brand preference. Trends in the Singapore market, such as the growth in the youth segment and the phenomenon of brand switching, pose a great challenge to managers in making the best decisions for their marketing strategies. Our study first reviews the factors that are potentially influential towards the strength of individuals’ brand preference. After extensive literature review, the factors are narrowed down to: Consumer Susceptibility to Interpersonal Influence (csii), their Deal Proneness to Promotions (deal_pro), the Perceived Distribution Intensity (dist_int), Perceived Likability of the Marketing Activities (mar_like) of the brand and the Perceived Product Attributes (taste, packaging and country of origin). Subsequently, we outline the process of our research from the questionnaire development to the methods of collecting data before we move on to data analysis. Pearson Correlation Test revealed that all factors except deal_pro had a positive correlation to Strength of Brand Preference. Our hypotheses were then tested by carrying out a multivariate regression analysis. The factor with the strongest correlation was csii, followed by packaging, taste, deal_pro and lastly, mar_like. Dist_int and coo did not have a significant relationship with Strength of Brand Preference. Thus, marketers can strengthen undergraduates’ brand preference by leveraging on group influence and the creation of youthful, attractive packaging as opposed to the provision of price promotions.