Presentation for Consumer Behavior. (Year 3 Term 1)

1. Consumer Behavior
Group Project 2

2. Agenda
The Underdog
Investigation
Findings
Proposed Strategy

3. Tiger Beer Market Share
3% per year
Source: Euromonitor International

4. Investigation
Taste Test and Online Survey
21-50 years old

5. “greater
discernment
and opinions in
their choice of
beer”
21-30 years old

6. Taste Test
Purpose
perception
because of taste? Perceived brand image?
Tiger Heineken Carlsberg

7. Online Survey
Purpose
advertisement recall
consumers’ purchase habits
frequency and brand loyalty
imported vs. local beer
Tiger’s attributes in relation to its closest competitors.

8. Results (Taste Test)
Tiger Heineken Carlsberg
17% 58% 25%

9. Results (Taste Test)
Tiger supporters
Distinct taste
The rest
Too bitter and bland

10. 76%
beer drinkers
76%

11. Demographics
76%
Beer Drinker Non Beer Drinker

12. 82% of
sample
size
65% male
35% female 76%
21-30 years old

13. Uncued Recall
54.5%
Tiger Heineken Carlsberg Others

14. Ad Recall
64.1%
Tiger Heineken Carlsberg Others

15. Most Consumed
15.4%
Tiger Heineken Carlsberg Hoegaarden Others

16. “Imported beer
is superior
compared to
local beer”

17. Paired-Sample T-Test
imported vs. local beer
null hypothesis
local beer and imported beer equally
significance level = 0 < 0.05
Reject null hypothesis

18. Paired-Sample T-Test
4.07
2.99
inferior superior
Local
Imported
Beer 3 (neutral)
Beer

19. Loyalty
29.9%
Loyal Non-Loyal

20. Why Loyal?
Taste
Price
Heineken = 34.5%
Hoegaarden = 17.2% Brand Image
Tiger = 13.8%

21. T-Test for Brand Image
null hypothesis
Consumers view Tiger’s brand image to be good
significance level = 0.0245 < 0.05
Mean lies within rejection region
Reject null hypothesis

22. T-Test for Brand Image
2.84 3.143.44
Bad Image Good
Tiger Carlserg Heineken
Image
3 (neutral)

23. T-Test for Packaging
null hypothesis
Consumers view Tiger’s packaging to be attractive
significance level = 0.02 < 0.05
Mean lies within rejection region
Reject null hypothesis

24. T-Test for Packaging
2.84 3.203.56
Bad Packaging Good
Tiger Carlserg Heineken
Packaging
3 (neutral)

27. Integrated Marketing Strategy

28. One World.
One Beer.

31. One World.
One Beer.

34. 1World1Beer.com

37. And that’s not all…

38. Q&A