Focus group

The purpose of conducting a focus group was to conduct exploratory research with the goal of gathering insights as to what reasons lead Gen-Z to consume less beer than other generations.

Research questions:

What elements affect consumption of beer in Gen Z?

Objectives:

Find out ways to increase engagement and consumption of beer in Gen Z.

Hypothesis:

H0 : Health and wellness has an affect on the beer consumption in Gen-Z.

H1 : Health and wellness does not have an affect on the beer consumption in Gen-Z.

H0: The need for individuality has an affect on the beer consumption in Gen Z.

H1: The need for individuality does not have an affect on the beer consumption in Gen Z.

H0: The awareness of mental health has an affect on beer consumption in Gen Z.

H1: The awareness of mental health does not have an affect on beer consumption in Gen Z.

Secondary Data Collection: Exploratory Research

1. Based on previous research about what effects and Gen-zers to not drink as much beer as previous generations.

2. Based on previous research of the beer market in Portugal

After conducting secondary data, we found that the assumed main causes of Gen-Z consuming less beer was "Health and wellness", "The need for individuality" and "Awareness of mental health" therefore we wanted to explore these factors in regards to beer consumption.

Primary data collection:

Focus group

Type of research:

Exploratory: The focus group was conducted in order to gather insights into what influences Genz to drink less beer than other generations.

As the focus group is exploratory, we cannot generalise results however, we can use these results as a starting point to conduct studies to come to conclusive and generalisable results.

Sample characterisation:

Convenience sample

5 participants

Aged 18-20

1 male, 4 females

Single

Students at IPAM taking a degree in Global Marketing

Sample considerations:

Due to the circumstances we faced, specifically lack of budget, convenience sampling was the route we needed to take. The lack of budget led to us having to use market research data we collected from a pool of respondents in our class.

When doing the sampling technique we need to consider that we had a limited group and limited time. Although our group has a lot of similarity being age, the consumption rate of beer of the sample was unbalanced.

Duration of focus group:

29 minutes and 29 seconds

Layout of the focus group:

• 1 moderator and 3 Observers

• 5 Participants

Focus group consent form

As standard procedure, all participants were required to fill out this consent form. The consent form is in place for all legality purposes. Before conducting the focus group we needed the participants agreeance to participate in the focus group, to record the focus group and to keep all other participant information and opinions confidential.

Focus group sign in sheet

This sign in sheet was filled in by the moderator as well as the participants. The purpose of the sign in sheet is for the participants to acknowledge some key information such as time and duration and recording method.

Refreshments for participants

The refreshments shown below were offered to the participants in order to keep them comfortable during the conversation as well as to show our gratitude for their participation.

Observations of the focus group:

• We have a recording of audio of the full conversation

• The consumption rate of beer was unbalanced, specifically there were 3 beer drinkers to 2 non beer drinkers.

• Our participants are experienced with focus groups and know how such works.

• All participants have consumed beer before.

Finding from the focus group:

These findings are not conclusive and cannot be generalised as this focus group was for exploratory research purposes only. The goal was to gather insights.

Variable 1: Health and wellness

H0 : Health and wellness has an affect on the beer consumption in Gen-Z.

H1 : Health and wellness does not have an affect on the beer consumption in Gen-Z.

Our participants informed us that health and wellness had no influence on whether or not they drink beer. We observed that our participants were not heavy drinkers but are aware of issues associated with health and alcohol usage.

Variable 2: The need for individuality

H0: The need for individuality has an affect on the beer consumption in Gen Z.

H1: The need for individuality does not have an affect on the beer consumption in Gen Z.

We observed that the need for individuality had no direct influence on whether or not our participants drink beer. All participants agreed that the purpose for drinking does vary but the need for individuality does not present to be one. All focus group participants agree that drinking purpose does vary, which include influencers like family or friends. These influencers influence them by affecting the amount of beer they consume. T

Variable 3: Awareness of mental health

H0: The awareness of mental health has an affect on beer consumption in Gen Z.

H1: The awareness of mental health does not have an affect on beer consumption in Gen Z.

During the focus group, we observed that our participants had not even considered mental health awarness when drinking beer. They did present to be aware of the impact alcohol consumption can have on mental health due to family members experiencing alcoholism. They also stated some reasons they or their friends might want to consume beer, which includes to run away from problems, to escape from stressful situations, to relax and to drink when in a bad mood and these are all factors of mental health.

Findings from the focus group unrelated to our hypothesis but we find important and useful:

• In terms of Generation Z, when stating the pros and cons of consuming beer, participants from our focus groups state that quality(taste) and the memories it sparks from being with friends are very important.

• Price of beer was not mentioned taking into consideration most beer is relatively cheap in Portugal usually between 1-3€ per bottle or glass depending on location of purchase.

• Generation Z love to drink beer with other people like family which they tend to drink less and with friends, where they drink more.

• Spending time with friends and socialising seemed to be the main motivation for them to drink beer.

• The participants also stated some motivations for drinking beer with friends so much, some of the reasons include it is an “excuse” to be together and hangout, and they view beer as a “social drink” for “social events”.

• Our participants pointed out that they like to drink on the weekend and on average they consumer beer twice a week

• Our participants consumer more beer or alcohol during the summer.

• Our participants do not like to drink in the morning, mainly in the afternoon

• Some of our participants consumer beer during meals but this is generally only one beer when eating. They stated their preferred time to consume beer would be before or after meals.

• Due to COVID-19, a new way of drinking with friends has been developed which is drinking together online in a video call.

• All participants in the focus group are marketing students and they believe the beer/alcohol industry will positively gain momentum when COVID pandemic is over.