Marketing Investigation And Research Report On Taste Test Of Snow Draft Beer In Dongguan CRB

As a high-grade beer, draft beer had popularized and led a trend due to its obvious taste and flavor advantages. Nowadays, it is a powerful weapon for aggregative and advanced beer producer to capture the market.With a production of nearly 22 million kiloliters of beer ,China had become a big beer producer in the world .But draft beer's output is less than 1.5 million kiloliters (in Japan , draft beer's production account for 95% of total beer production ,Germany 50% ,China less 5% ). However, draft beer is a revolution in beer industry .It represents a new trend and development direction of China's beer market and has a broad prospect.Beer's taste is its influence and appeal for consumer. Also, it is a premise to base in the market if it would be accepted to general consumer.As soon as introduced to market, there was a taste test to examine its consumer acceptance, to understand target market's capacity and beer drinker's consumption psychology and behavior .This Taste Test is promise that of S Company (Dongguan) can achieve its results after its series product comprehensively goes on the market.This investigation and study chosen the draft beer in Dongguan area as the object .Using the scheduled interview, researching on second-hand information and conducting quantitative research and through the street fixed point interception asking, we took back 300 effectively questionnaires.Based on the analysis of this investigation, we got the following conclusions:First, freshly drinking has become the topic of consumer concern. Draft beer is high-grade because of its apparent advantages of flavor and texture. It reflects the genuine beer as its flavor stability, pure taste, freshness and tasty. This is also the beer receives the favor. Adding to transportation and storage convenience, draft beer has become the world trend. For a while, draft beer has become the new favorite of beer lovers. In the 21st century, the draft beer will gradually replace mature beer's hegemonic position and to be in fashion.Second, Dongguan area pure draft market capacity and consumption quantity forecast.Guangdong Province is the most dynamic and most economically developed provinces. And Dongguan, together with Guangzhou and Shenzhen, is the province's largest beer consumption city. Dongguan, because of its strategic location, is important to the development of the brewery company and has become an auspicious treasure-house for beer enterprises. Dongguan's economic development is promoting people's quality of life. And an important indicator of quality of life is a diversified consumption, faddish and the concerns of the quality of goods itself. Fashion is closely linked with the beer consumption, and it is a reflection of a country's consumer level. As a rapidly economic development region, Dongguan's beer consumption capacity is large, more than 40 million liters.The investigation demonstrated that, generally speaking, the consumer acceptance's possibility is very high. It is expected that sales could reach 7.3 million kiloliter.Third, the beer is irrational consumption and impulse buying. The price of beer at the same level is not a competitive advantage over homogenization of taste which makes consumers more susceptible to the brands on judgment.We also learned consumption language through interviews: 1. Fun, promote exchanges;2. The beer is the white liquor's supplement; the weather is too hot to drink white liquor;3. Communicating, finding relief;4. According to their own needs, habits, hobbies, relieving summer-heat and relaxing had become the purpose of drinking.Fourth, the Dongguan area draft beer drinker's taste type.1. Dongguan beer customer's taste typeIn general, Dongguan beer drinker like fresh and cool beer, and the top three most important indicators are cool feeling, taste with smooth deglutition and coordination.2. Dongguan beer drinker's preferenceDongguan's beer drinker were intent to drink beer of deep color, bubble more detailed, more durable foam, more uniform bubble, a relatively strong malt flavor and comparatively high alcohol concentration, tasting more gentle, sweet, coordination and smooth deglutition.This article has also made the following recommendationsAs Dongguan beer drinker like fresh and cool beer, S Draft Beer is relatively popular. But at the same time, we have seen that in a number of specific targets there are still shortfalls, which affects the consumer acceptance of its taste. Therefore, it should make some improvement corresponding to these specific indicators in order to meet the tastes of the majority consumer.Specifically, indicators of the color, liquor transparency, malt fragrant need to strengthen. It could use other brands draft beer's merits as a source of reference. In view of several giant beer companies planted in Dongguan, the fact shows Dongguan City's highlighted position in the Guangdong beer market. And for the S Beer (Dongguan) Limited, a relatively later market enter it is necessary to study and fully understand the operation of the competitors which can help the company to accurately grasp the dynamics and prospects of the whole industry and find suitable reference of competitors improving their ability to differentiation. A detailed understanding of competitors can help company to find the prospect in the industry and sufficient information can help company to choose the appropriate costs and prices. Analysis of the competitors can be an effective guide to the entire industrial structure adjustment and the development of the market, also lower competitive risks to create the effective protection of the company themselves.This study may help the company to satisfy consumer's different points of emphasis on the taste. On this basis, to improve draft beer's taste, by researching consumer's psychology and behavior that could help company make corresponding adjustments in marketing strategy.