edf40wrjww2CF_PaperMaster:Desc
MKTG203
Consumer Behaviour
Perceptual Maps and Beer
Executive summary
This report illustrates the relationship of beer brands within the perceptual map in regards to alcohol content and price as well as implications for consumer behaviour. The perceptual map indicates that there are market segments in premium beers with high alcohol content. There is also a market segment for low cost beers with high alcohol content. The perceptual map also shows that there are potential business opportunities for premium beers with low alcohol content.
The report also provides a high level summary of how beer companies can incorporate perceptual maps when devising their marketing strategy and implications that a perceptual map has for marketing managers. Perceptual maps can be used by marketing managers to determine where consumer’s view their brand of beer to be positioned relative to its competitors. It is a useful tool to identify direct competitors and potential niche opportunities.
Table of Contents
Introduction 4
Perceptual maps and Beer 5
Implications of perceptual maps on consumer behaviour 5
Implications of perceptual maps on marketing strategy 5
Hahn 5
Heineken 5
Conclusion 5
Reference List 5
Appendix – might not need this 5
Introduction
Beer originated in Iran over 7000 years ago. Over time, the beer industry grown to an amazing $(stats)bn industry. Beer consumption over time has increased rapidly, from ## to ##.
The beer industry has evolved over ...