Embed Size (px)
Citation preview
The history & acquisition by large companies
Online survey 22 questions
Attitudes and perceptions towards craft beer
Executive Summary
Summary of research project
RecommendationsFindingsMethodologyBackground
Background
● Granville Island Brewery + Brick Brewing
● Attract customers through new flavors and variety
● Acquisitions Trend - Molson bought Creemore Springs and Granville Island and Labatt bought Mill Street Brewery and Turning Point Brewery
Methodology Reliability
Validity
Criteria for Questionnaire
● Provided necessary decision making information ● Length of Questionnaire ● Editing patterns
Layout
● Ensured the wording is clear, unambiguous, and precise● Avoid double – barrelled questions● Avoid biased questions● Consider the respondent’s ability to answer the
questions
Flow of Questionnaire
● Use screening questions at the beginning● Warm-up questions followed● Difficult “Work” questions in the middle.
Findings● 54 Participants
● Age ~ 24.72
Consumption Habits
Best Known Brands
CRAFT BEER
IMPORTED + DOMESTIC BEER
VS
Conclusion & Recommendations● Consumers perceive craft beer to be more expensive
● Consumer behaviours will not be affected by acquisitions
● Alcoholic beverage market showing no signs of slowing
● More money could be spent on advertising
● Consumer hesitation through lack of knowledge
● Price sensitive - Promotions to address price concerns
Further Steps● Understanding why businesses wish to purchase micro breweries
● What are the returns on their investments
● Will this category lose its independence all together
Discussion
