Battle of the Beers

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  • Topic: Decision making, Marketing, Advertising
  • Pages : 2 (532 words )
  • Download(s) : 224
  • Published : November 30, 2010
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Case Study: Battle of the Beers
Q1: what attributes are the most important in determining beer purchasing decisions? How does this vary by market segemts? The various attributes are
Aftertaste or finish
A beer’s aroma is extremely important to its overall taste. The aroma determines the purchase decision of a beer. The market segments that use this attribute to purchase a beer are mostly experienced. The experience and the age determine the attribute. Appearance:

The process of buying a beer begins with its visual appearance. Many people make hasty judgments of taste (food or drink) based entirely on sight alone. But as far as appearance goes, what you’re looking for are color, clarity, and head retention. The companies need to focus on these attributes in order to determine a valid taste for beer buyer preference. Taste:

Taste is one of the most important things which determine the purchase of the beer. The repeat purchase takes place when the taste of the beer suits a customer. A taste test would be the ideal test to be performed to exactly know what the preference of the customers is. Aftertaste: (Finish)

The term aftertaste is not a negative thing like many would believe. An aftertaste can be bad, or it can be good. It all depends on your personal preference. The aftertaste will magnify the good and the bad qualities a beer will possess. These are the four attributes which are important in determining the purchase decision of a beer. Q3: should television networks and stations accept advertising using comparative ad’s? what standards (and do) they use in making decisions? Standards of Beer advertising

Beer advertising should not suggest directly or indirectly that any of the laws applicable to the sale and consumption of beer should not be complied with. Brewers should adhere to contemporary standards of good taste applicable to all commercial advertising and consistent with the medium or context in which...
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