| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 103 === Beer is an ancient beverage, and it is also ranked third behind water and tea.There are many different flavors and formations for beer in different countries. In this way, the brand of beer becomes special and representative. Hence, this trend brings a lot of opportunities. Today, because of the rise of consumer awareness, each beer factory has set up their own brands, and used a variety of marketing communication to convey brand image. Moreover, the various choices in taste also provide consumers with many options. Furthermore, the supply channel of beer product is increasing, which increases product visibility and reminds consumers to choose beer for beverage. In all, in the life of consumers, they have received numerous beer brand marketing strategies, how to choose and what factors to be considered are what this paper wants to explore. Also, because the brand equity is the result of those marketing communication, the main point of this study is to explore the brand equity and consumer purchase behavior.
In pre-test, there are 15 brands listed in it, and 4 brands have been selected owing to the numbers that consumer choose these brands in the pretest. After that, the formal questionnaire is to investigate consumers buying behavior. Brand loyalty, consumer motivation, brand awareness and a series of question have been asked in this formal questionnaire. As for the part of motivation, it is used to replace the traditional demographic to segment the consumer. In the end, the consumers have been divided into three groups.
The last part of the formal questionnaire is based on means of conjoint analysis. By analyzing consumers’ grade the 16 different products, brand equity can be measured.
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