A Study of Beer Consumption Behavior

10.6157/2017.9(1).1

Ying-Hsiu Kung；Yi-Chuen Sheh

Beer ； Product attribute ； consumption motivation ； consumer behavior

休閒與遊憩研究

9卷1期（2017 / 07 / 01）

1 - 51

英文

It’s quite an enormous consumption of Beer in Taiwan. Every year, the amount of consumption in beer is around 40 billion NT dollars. The consumption volume raises from 476 million liters in the year of 2002, to 546 million liters in the year of 2012. It shows the Beer consumption in Taiwan is tend to increase year by year. Although, the local Taiwan Beer is the number one in Taiwan’s market share, it is falling recently. Instead, the consumption of imported Beer is keep growing. This Research is based on a beer survey result of＂ Management Magazine＂. The survey concluded the top 3 Beer brand in consumer’s mind, form the year of 2011 to 2013, are Taiwan Beer, Heineken Beer, and Tsingtao Beer. This research is based on these three beer brands, to investigate the following points: (1) the relationship between consumer character and consumer behavior. (2) the relationship between the consumer recognition of product attributes and consumer behavior. (3) the relationship between consumer’s motivation and its consumption behavior. The research collects 357 questionnaires by random sampling and internet questionnaires. The key research methods are reliability analysis, factor analysis, log rank method and ANOVA analysis. The research result shows the following points: (1) Beer consumption behavior has obvious variation on Sex, education, living area, and monthly income. (2) the image of flavor in beer product attributes influences the first choice of beer consumption behavior. (3) New flour, relaxing, sharing fun in beer consumption motivations are differed from purchase location and purchase frequency.

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