Determinants in choosing a favorite drink of Vietnamese consumers

Abstract

Due to the severe competition on the market nowadays, business organizations are paying more and more attention to get to know what factors affect the buying-decisions of their customers and their expectations to serve them better. A similar problem also exists in the beer industry. Therefore, this paper aims at identifying the determinants in choosing a favorite beer of Vietnamese consumers so that relevant companies can have proper strategies to improve their performance for better competitive advantage. By using exploratory factor analysis for data collected from official survey of 2,318 customers, we suggest beer companies pay special attention to 4 key perspectives, including: (1) improving beer quality, (2) developing their brand and distribution channel, (3) paying attention to the information provided through their advertisements, informative labeling, easy usage and storage; and (4) providing presentable packaging, promotions, and prices. These are found as the basic requirements affecting the decisions of Vietnamese consumers in choosing their favorite beer. Some managerial implications proposed in this study should be seriously considered and implemented in operational practice.