Study of Consumers’ Behavior for Microbrewery by Managers Working at Hsing-Chu Science Park
|關鍵字:||鮮釀啤酒;EBK模式;AIO生活型態;microbrewery;EKB Model;AIO Life Style|
With the rising of income level, the demand for alcoholic drink by Taiwanese consumers is also increasing, and their taste for it is also becoming versatile. Taiwan has opened the alcoholic drink market from 2002 for new local brewery and importers, since then large numbers of private breweries have entered this market. Several microbreweries have also entered the market featuring freshness and pureness of taste.The framework of this study is EKB Model. With AIO(Activity, Interest, Opinion) Life Style as foundation of market segmentation, taking characteristics of beer consumers and demographic properties as input variable, this study tries to segment the market and to understand beer consumption pattern and consumers’ purchase intention for microbrewery.Through sample analysis we find the biggest beer consumer group is males aged 36-40, and the beer market can not be effectively segmented by AIO Life Style. The major finding is trying different taste is main incentive for consuming microbrewery.