台灣啤酒市場概況暨進口啤酒選擇因素之研究

A Study of the Profile of Taiwan Beer Market and the Selected Factor of Imported Beer Brands

柯朝斌(Chao-Pin Ko)

《餐旅暨家政學刊》 8卷1期 (2011/03) Pp. 1-19

https://doi.org/10.6572/JHHE.8(1).1

摘要

啤酒是世界上最古老也是消費量最大的酒精飲料，同時也是僅次於水和茶的第三大飲料。本研究透過啤酒消費資料的蒐集與整理，以彌補既有文獻中資料不齊全的缺陷。同時，透過問卷調查，瞭解台灣消費者的啤酒消費習性，探討台灣消費者對於進口啤酒品牌的考慮因素，以提供相關業者選擇行銷策略之參考。研究發現受訪者在選擇啤酒時最重要的三項考量因素，分別為啤酒「口味」、「口感」與「購買方便性」，而透過因素分析可以將消費者對於進口啤酒的選擇因素縮減為，「品牌知名度」、「周邊商品」、「商品特色」、「產地因素」與「促銷活動與評價」等五個構面。進一步，透過統計分析我們發現：（一）台灣的年人均啤酒消費量較之鄰近地區都明顯不及，顯示台灣啤酒市場尚有極大的開發潛力。（二）台灣地區消費者以口味、口感等商品特色因素為其選擇啤酒時的重要之考量因素。（三）近年來居家消費風潮的盛行，使得購買方便性超越價格因素，成為消費者選擇購買進口啤酒時主要考量因素之一。（四）台灣地區民眾對進口啤酒品牌歷史與其原產地的認識不足。

關鍵字

啤酒 ； 進口啤酒 ； 啤酒市場

並列摘要

Beer is not only the oldest and greatest consumption of alcoholic beverage, but also the third largest drinks after water and tea. This study completed previous research relating of beer consumption by collecting and organizing data information. At the same time, we analyzed the habits of beer consumption and the selected factors of imported beer brands by using Questionnaire survey to provide some marketing suggestion for beer marketers. We find that the most important three beer selected factors are ”taste”, ”mouthfeel” and ”purchase conveniences”. We also extract five dimensions from 13 items of the beer selected factor, and named ”the brand awareness”, ”the peripheral commodity”, ”the commodity characteristic”, ”the habitat factor” and ”the promotion and appraises ” dimension respectively. Further, through statistical analysis we found that: (1) Taiwan's annual per capita beer consumption was less than the neighboring areas. It shows that Taiwan's beer market still had development potential. (2) ”Taste” and ”mouthfeel” are the most important three beer selected factors. (3) In recent years, the trend of consumption at home makes ”convenience” become more important selectedfactors than price when choosing foreign beer. (4) The consumers in Taiwan have insufficient understanding of imported beer brands.

並列關鍵字

beer ； imported beer ； beer market

參考文獻

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