THE CONSUMERS'' EVALUATION OF BEER BRAND EQUITY IN THE URBAN AREA---A STUDY OF TAICHUNG CITY

• Main Authors: SELINA LIEW KAI THEEN, 劉凱婷
• Other Authors: OH, RYOGEN, P.H.D.
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/14764061628222613341

碩士 === 東海大學 === 食品科學系 === 92 === Abstract Brand Equity has been a major research topic since 1980s. It is not only an important asset but also a potential marketing tool to corporations around the world. The wise utilization of brand equity could bring unlimited profit for the corporations. It also elevates the importance of brand in the context of marketing strategy along with the attention from the management regarding marketing activities and researches. In response to the increasing competition and changing environment, academia and corporations both have focus on the brand management. Brand equity stands for the value of a certain brand. Beer has been out selling other types of alcoholic beverages in Taiwan market and is also the main revenue source for Taiwan Tobacco and Liquor Corporation. The liberation of importing foreign beers made the competition all more severe. The ban on European and American beers and Japan and Asian beers was lifted on 1987 and 1994 respectively. This research is based on Aaker’s model to investigate Taiwanese beer market for identifying dominating brands and consumer profiles of each brand. Based on the findings, we go on to compare the brand equity and four major dimensions of these competing dominate beer brands. The research population is the beer shoppers in department stores, discount outlets, supermarkets, and convenient stores within Taichung area and above 18 years of age. We adopt frequency distribution and percentage to present our samples of brand recognition and consumer behavior research. We also use demographic variables as the tool to divide markets. Finally, we use one sample T-test、ANOVA and Pearson correlations to analyze the relationships between brand equity and four major dimension of five competing beer brands. Based on the data analysis, our research shows: 1. Brand recognition influences consumer behavior. Our analysis shows that the top six beer brands’ brand strength coincides with their market share. 2. Five competing beer brands are disparate on their brand equity, especially on brand recognition and brand associations。 3. For all five competing brands, the four major dimensions and brand equity are positive correlation. Keywords: brand, brand equity, beer