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5.1 Identification of Number of Buyers/Users
5.1 Identification of Number of Buyers/Users
Total
In 2016, about 4.5 million people consumed beer in the last 12 months. Out of those 4.5 million people, 2.8 million of those were male, while 1.7 million were females.
Age Groups
Regarding age groups, 491 thousand people were between the ages of 18-24, 617 thousand people were between the ages of 25-34, 936 thousand people fell in the 35-44 year old category, 915 thousand people were between the ages of 55-64, and lastly, 889 thousand people were of 65 years or older.
Region
The region with the highest number of beer consumers is Gt. Lisbon, with around 1 million total consumers. After that comes the North Interior with 948 thousand consumers, then the North Coast with 860 thousand, Central Coast with 709 thousand, Gt. Porto with 566 thousand, and lastly, the South with 499 thousand total consumers.
Social Class
Lastly, In regards to social class, we can see that working class of C2/D have the highest number of consumers (2.4 million). Then comes the lower middle class C1 with 1.2 million total consumers, and finally the upper middle class with 938 thousand consumers.
Source: TGI Data
5.2 Characterisation of Buyers/Users Profile based on Relevant Dimensions
5.2 Characterisation of Buyers/Users Profile based on Relevant Dimensions
First off, one needs to understand the variables that influence beer consumption.
Consumer based attributes: Previous studies have shown that psychographic variables influence beer consumption. A few examples of this might be: cognitive and attitudinal variables, product familiarity, previous knowledge, product involvement or even product perception.
Consumer involvement: Individuals are likely to place varying levels of value on beer, ranging from those who are extremely involved with the beverage to those who are extremely uninvolved.
Product loyalty: Brand and product loyalty are influenced by psychological factors such as the consumers' behavior and desires, as well as behavioural factors such as repeat patronages.
Product perception: Beer is often perceived as a "thirst quencher" associated with informal occasions and a relaxing time. This makes it a symbol of separation between work, and non-work hours, in both eating and non-eating, social contexts.
Product perceived quality: Nowadays, consumer preferences appear to be connected to the search for product quality and craftsmanship (Aquilani et al., 2015), and some type of beers are perceived as high-quality products, such as craft beer.
Product familiarity: This variable accounts for differences in beer preferences and consumption.
Willingness to pay a premium price: Beer's market share has changed as a result of the 2008 economic crisis: cheaper beers have increased their market share, premium beer has reduced its consumption, and super-premium beers have significantly increased their market share.
Product "value for money": In the beer sector, lower prices are usually appreciated by consumers, who associate them with low product quality and unpleasant taste. Similarly, higher prices generally mean better quality or higher product status to the consumer.
Product based attributes
Sensory attributes: Sensory attributes such as taste, scent, texture, color, and even temperature impact consumers, and they can be segmented based on them.
Nutritional components and amount of alcohol: Some beer drinkers are becoming more aware of the health benefits and nutritional properties associated with beer. Similarly, having beer nutritional information improves customers' perception of beer's healthfulness, affecting consumption and purchasing decisions and behaviour.
Product packing and labeling: Regarding the beer image, prior studies report that nicer packaging and labels can enhance the experience of drinking beer, and that packaging attributes—such as glass format—are more important than beer flavour for consumers.
Consumption situation and purchasing product variables: In most societies, drinking is mainly an activity associated with leisure. The main difference between beer consumption "at home" and "out-of-home" is that at home, the experience of drinking beer is focused on the beer as the core feature of the experience, while in bars and restaurants, beer becomes an accompaniment to food. There has been a rise in the in the on-trade sector with a total of 64% of consumers drinking beer at cafes, hotels, restaurants etc. On the other hand, 36% of beer consumption is made in a reatil setting.
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