Abstract

Determinants in choosing a favorite drink of Vietnamese consumers

Highlights

  • As such, the beer market in Vietnam well attracts large investment from numerous manufacturers to satisfy local demand which is kept increasing

  • This study aims at identifying the determinants in choosing a favorite beer of Vietnamese consumers; we employ an exploratory factor analysis with a survey designed to probe very deeply into all aspects of beer that influence consumer’s choice

  • Due to the severe competition on the market nowadays, business organizations are paying more and more attention to get to know what factors affect the buying-decisions of their customers as well as the satisfaction level of their customers to their products and/or services; because, satisfied customers will bring up profits to them; whereas dis-satisfied customers will take away the profits and business opportunities to other potential customers

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Summary

Introduction

The beer market in Vietnam well attracts large investment from numerous manufacturers to satisfy local demand which is kept increasing. According to Atkinson (2016), Vietnam has a total of 129 breweries and an installed capacity of 4.8 billion liters. Three big players, including Saigon Alcohol Beer and Beverages Corp (Sabeco), Vietnam Brewery Limited (VBL) and Hanoi Beer and Beverage Corporation (Habeco) dominate the beer market with a market share of more than 80%. In the case of beer market in Vietnam, with various brands available for the customers to choose freely, how to keep the current customers and enhance the market share becomes ever so important to any company in the beer industry.

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