Marketing strategies and factors influencing young people’s decisions when buying alcohol beverages
Hang, Bao (2018)
Turun ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120520288
https://urn.fi/URN:NBN:fi:amk-2018120520288
Tiivistelmä
The thesis explores the factors influencing young people’s decisions when buying alcohol beverages and the marketing strategies that can utilize these factors. The target population of the research is young people in the 18 – 29 age group. Due to time and resource limitation, the survey was sent to the target who are currently living in Vietnam and Finland.
The research was built around the theory of consumer behaviors, market segmentation and product positioning, and marketing strategy from Peter and Olson (2010) Consumer Behavior and Marketing Strategy. A survey was designed using quantitative method to evaluate the level of the influencing factors to the target group. The research collected 71 answers from a sample group of 112 contacts.
The research finds out that the factors influencing young people when buying alcohol beverages are distributed in four main aspects of the 4P marketing mix, which are product, price, promotion, and distribution. The research also indicates the relevant marketing strategies and models which might be effective in utilizing the influencing factors, such as segmentation bases for different consumer market, the strategic approach to pricing, model of store issues, promotion strategies, etc.
The thesis findings provide information about young people’s behaviors for alcohol marketers and companies. Based on the thesis findings, they improve their understanding about the behaviors of this sample group as well as effective marketing strategies that can encourage the consumers to buy more.
The research was built around the theory of consumer behaviors, market segmentation and product positioning, and marketing strategy from Peter and Olson (2010) Consumer Behavior and Marketing Strategy. A survey was designed using quantitative method to evaluate the level of the influencing factors to the target group. The research collected 71 answers from a sample group of 112 contacts.
The research finds out that the factors influencing young people when buying alcohol beverages are distributed in four main aspects of the 4P marketing mix, which are product, price, promotion, and distribution. The research also indicates the relevant marketing strategies and models which might be effective in utilizing the influencing factors, such as segmentation bases for different consumer market, the strategic approach to pricing, model of store issues, promotion strategies, etc.
The thesis findings provide information about young people’s behaviors for alcohol marketers and companies. Based on the thesis findings, they improve their understanding about the behaviors of this sample group as well as effective marketing strategies that can encourage the consumers to buy more.