Beer Consumers Decision-Making Case Study Example | Topics and Well Written Essays - 2000 words

Beer Consumers Decision-Making - Case Study ExampleTo be sure, beer is the dominant alcoholic drink among pot liquors. But despite a growing people of legal-age drinkers, spirits sales grew by 3% in 2003 while beer sales slipped by nearly 1%, according to Impact Databank (2004). With this concern, this is doubly difficult for beer companies because getting in front of consumers when theyre young can shape habits for a lifetime. And out-on-the-town young adults drink more than older consumers whove slowed down. Bigger bar banners and broadcast TV buys arent exuberant to reverse this trend. The new drinkers media consumption is more fragmented than that of their forebears, and theyre tougher to reach. Also, marketers must be careful not to use media or imagery that could skew towards under 21 age group. For instance, Coors Brewing Co. drew criticism for a tie-in with PG-13 rated Scary Movie 3. Coors had expected the film to be rated R, like its two predecessors Marketers are essay to be more creative with on-premise promotions and choosing which media to use for ads. A classic example is Sidney Frank Importing Co.s Jager Girls who show up at bars and press shots of Jagermeister liquor on patrons (Arndofer, 2004). The key to building a brand is to understand what consumers need from it, then to encourage those specific thoughts among them. The methods of doing this are diverse. There are the specific propose audience, preferences, and of course the price. Recently, consumers have also been concerned about calories they get in a beer.