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

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...

وصف كامل

محفوظ في:
التفاصيل البيبلوغرافية
المؤلفون الرئيسيون: Goh, Julynn Kailin., Koh, Magdalene Hui Ying.
مؤلفون آخرون: Chua Wei Hwa
التنسيق: Final Year Project
اللغة:English
منشور في: 2013
الموضوعات:
الوصول للمادة أونلاين:http://hdl.handle.net/10356/51577
الوسوم: إضافة وسم
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المؤسسة: Nanyang Technological University
اللغة: English
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spelling sg-ntu-dr.10356-515772023-05-19T06:24:05Z Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore. Goh, Julynn Kailin. Koh, Magdalene Hui Ying. Chua Wei Hwa Nanyang Business School DRNTU::Business::Marketing::Consumer behavior 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. BUSINESS 2013-04-05T06:25:38Z 2013-04-05T06:25:38Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51577 en Nanyang Technological University 77 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing::Consumer behavior
spellingShingle DRNTU::Business::Marketing::Consumer behavior
Goh, Julynn Kailin.
Koh, Magdalene Hui Ying.
Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
description 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.
author2 Chua Wei Hwa
author_facet Chua Wei Hwa
Goh, Julynn Kailin.
Koh, Magdalene Hui Ying.
format Final Year Project
author Goh, Julynn Kailin.
Koh, Magdalene Hui Ying.
author_sort Goh, Julynn Kailin.
title Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
title_short Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
title_full Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
title_fullStr Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
title_full_unstemmed Profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in Singapore.
title_sort profiling and investigating the determinants of strength of brand preference of beer-drinking undergraduates in singapore.
publishDate 2013
url http://hdl.handle.net/10356/51577
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