How to Sell Something Else, which is Actually the Same – Beer to Women?!

Mónika Fodor (), Szilvia Mészáros-Pintér () and András Medve ()
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Mónika Fodor: Budapest Business School
Szilvia Mészáros-Pintér: Budapest Business School
András Medve: Óbuda University

from Óbuda University, Keleti Faculty of Business and Management

Abstract: The thesis for the beer industry is an “eternal” theme and it is up to date according to the trends observed in Hungary during the last three years. Due to the current spread of flavored, non-alcoholic and sugar- free beers the opportunity to sell beer to women is not just an actual but also an exciting question which is waiting for an answer by marketing experts. In the present paper we would like to anaylize the beer consumption and purchasing habits of women in Hungary with the help of primary and secondary examinations carried out in the course of 2012. Our main objective was to advise the players of the Hungarian beer industry how to reach the segment of women in a proper and effective way. During the primary research we used qualitative and quantitative methods: paired interviews and standardized questionnaires too. In this study we present the main subresults of our primary country-wide survey and our proposals for different communication devices which help to achive the target group properly. Our present study shows partial results of a preliminary research with the aim to reveal the main outlines of female beer consumption habits and thus lays the base for the next phase of the research which serves a deeper understanding of potential target markets’ characteristics.

Keywords: consumer behavior; integrated marketing communication; primary research (search for similar items in EconPapers)
Date: 2013
ISBN: 9786155018589
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