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When analyzing consumer behavior, marketers are able to obtain enough information get to know consumers and to a certain extent are able to predict consumer preference, and further understand the decision making process along with several factors that might influence such.
We have analyzed the survey that was made available to us, and furthermore highlighted some consumer related aspects in the graphs below that are going to help us understand consumers in the Portuguese beer industry.
In this chapter, the topics explored are to effectively address the following points ;
6.2 - addressing respondents behavior regarding different product categories.
6.3 - addressing needs and preferences regarding product category.
6.4 - identifying respondents demographic profile.
and 6.5. - Identifying respondents attitude.
[spss output 7 - type of beer consumed]
Bar chart representing types of beer
As we analyzed the survey, we are able to note there is consumer preference for Lager beer as it makes up 92.37% of the type of beer consumed. This means that if consumers were to choose between all the types, the probability Lager beer would be chosen is the highest observed. However, this doesn't mean the consumers that opt for Lager beer don't simultaneously opt for another type to consume. This is why we see dark beer at 52.54% of types of beer consumed and the other categories reaching almost similar numbers to each other, with the exception in excellence of Lager beer.
When the subject comes to consumption, we must take into consideration whether consumption of beer is taken place at home or out of the home. We would think the pandemic influenced this factor and rather, more people were drinking at home. However, as seen in the graph, out of home consumption makes up the majority, leading at 59,52%. We can assume that the restriction lifting in the districts of residence of consumers has positively impacted this statistic as they are increasingly consuming out of home.
[spss output 8 - usual palce to drink beer]
Pie chart representing usual place to drink beer
[spss output 9 - Frequencey of consumption]
Side bar chart representing Frequency of consumption
The frequency of consumption may also be affected by the daily tasks consumers have to execute. We note that the most frequent consumption from part of consumers make up 47.6%, and this regards consuming once or twice a week. This may occur mostly on weekends, or bank holidays when consumers are able to be surrounded by friends and family more than usual. However, in contrast, we also note that the second highest frequency in consumption is of 31,0%, and relates to the rare consumption of beer, which we though is intruiging as you'd expect consumers to drink more often.
The format in which beer is sold should also be put into context as this will help us analyze consumer preferences. Overall, we see that the preferred format is Draught beer making up 76,86% of the usual beer format, and to be specific this type is usually consumed out of home and on trade. Furthermore, the Bottle format makes up the next two biggest categories falling under 71.90% out of home and 66,12% at home. This means that in the absence of draught, bottles are the most preferred format.
[spss output 10 - usual beer format at home and out of home]
Side bar chart representing format of beer in and out of home
When considering in home and out of home separately, the types of beer format prefered show to have a heavier weight. In out of home, draught beer now signifies 80.17% of consumption and in home format bottles signify 72.07%. We are able to distinguish this great significance in preference taking that both values make up more than 50% of consumption in their respective categories.
[spss output 11 - beer format at home]
Bar chart representing beer format used when consumed at home
[spss output 12 - beer format out of home]
Bar chart representing beer format used when consumed out of home
[spss output 13 - drinking time]
Side bar chart representing drinking time
As we noted in the frequency of consumption of beer, the most frequent consumption is once or twice a week which we previously assumed happened mostly during the weekends. When analyzing the drinking times consumers prefer to drink beer in, we note that the highest percentages we have are of 69.42% and 66.94% which are lunch on weekends and dinner on weekends accordingly. When taking into consideration lunch and dinner during the week these percentages don't make a minimum of 50% of consumption according to these drinking times.
This graph is used to analyze if consumers have purchased beer in the last 12 months and whether it was for home consumption or out of home consumption in places such as bars, restaurants, or coffee shops.
As seen in the graph, consumers have purchased beer in the last 12 months and have consumed a lot in both home consumption and out of home consumption as both categories exceed a percentage of 75%. This can also infer that consumers that purchase to consume at home and simultaneously purchase to consume out of home.
at home.
[spss output 14 - buyers of beer]
Bar chart representing buyers of beer
[spss output 15 - usual place of beer purchase]
Bar chart representing usual market type when purchasing beer
Consumers very rarely purchase beer directly from the producer as we see it holds a percentage of only 11.97%. This could mean that consumers prefer to buy from the distribution channel rather than the actual source of production. The usual place of beer purchase that is mostly adhered to is hypermarkets and supermarkets, holding 86.32% and 69.23% of weight. Furthermore, this could be because of the convenience factor such that perhaps consumers live relatively closer to hypermarkets and supermarkets, or when doing groceries they take it as an opportunity to purchase.
Usually, there is an average price consumers pay for a beer consumed out of home. In the context of a coffee shop, 69.0% of consumers pay up to between 1 and 1.99 Euros per beer. Anything more than that price holds a very low percentage and doesn't make up 5% of the consumer willingness. This shows a minority of willingness and helps companies stipulate prices that consumers will undoubtedly adhere to.
[spss output 16 - coffee shop]
Bar chart representing cost of beer when sold in coffee shop
[spss output 17 - restaurant]
Bar chart representing cost of beer when sold in restaurants
The beer is situated in the context of a restaurant, the price consumers pay for beer is in the same category of the considered one related to the coffee shop. This is between 1 and 1.99 euros.
However, it is interesting to highlight that in the context of bars, consumers no longer step back when the price of beer is above1.99 euros. The willingness to pay in bars goes up to 4.99 euros. This could be a consequence of the social positioning of the beer. However, the second highest amount consumers pay for beer in a bar is up to 1.99 euros.
[spss output 18 - bar]
Bar chart representing cost of beer when sold in bars
[spss output 19 - night venue]
Bar chart representing cost of beer when sold in night venues
In the night venue, the trend is the same as consumers are willing to and pay slightly higher in night venues, this being up to 4.99 euros. This again, could be influenced by the social setting consumers are placed in, but nevertheless do not abstain from purchase.
Furthermore, we notice that there is another existing trend, being that consumers also pay up to 1.99 euros and this makes up the second-highest percentage. In All graphs analyzed there is a common ground in each of the locations, this being consumers paying up to 1.99 euros. This price is ranked either first or second in venues and we can assume it shows to be the average price consumers pay, even though there might be situations when beer is slightly more expensive.
We have also analyzed if consumers have a favorite beer brand, and as noted we see that the majority of consumers that participated in the survey, making 41.3%, answered no. This could be because they are willing to consume the beer available at the location they are based in, or that they are fans of trying different brands and tastes. Moreover, we see that the second-highest favorite is Super Bock, which then links to the number 1 beer preference in the graph shown last on this page.
[spss output 20 - brand]
Side bar chart representing prefered brands
[spss output 21 - source of information]
Side bar chart representing source of information
There is a known influence when it comes to beer consumption that relates to the sources of information where consumers acknowledge beer, new products, new formats, and packaging. As companies usually invest in advertising products to reach consumers, it also holds the number 1 position of sources of information, holding up to 82.54%. This is followed by friends and family that usually introduce consumers to new items based on ones they've tried or heard about, holding an influence of higher than 80%. Promotion at the point of sale also informs consumers about the product, in this case being beer, as they are interested in selling and usually convince consumers to purchase the beer.
100% of people answering the survey conveyed their favorite alcoholic drink as beer. However, amongst the 100%, there are consumers that also attend to other types of drinks. Nonetheless, beer shows to be the most impactful as it holds the highest percentage.
[spss output 22 - Favorite alcoholic drink]
Side bar chart representing type of alcohol prefered
[spss output 23 - beer attributes]
Side bar chart representing attribute of beer
There was a provision of beer attributes that consumers consider important when ingesting beer. These attributes scored 1 to 5, 1 being nothing important to 5 being very important. The results showed to be most impactful in two categories, namely :
Taste - holding 73.21% of influence
Freshness - holding 67.86% of influence
That makes up more than 50% of importance in the attributes company's should consider when thinking about producing beer.
With this said, it is only fair to conclude that palate features are the aspects that consumers value the most, just before they consider the price of the beer.
Brand 1 relates to the brand of beer that are most often available in the homes of consumers. Super Bock takes the lead when it comes to this availability, with a percentage of 61.9%. This could be due to the fact that most of the consumers that took part of the survey belong to the Porto district, which is the home of success in leading sales of the beer company Super Bock.
[spss output 24 - brand 1]
Side bar chart representing brands 1
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