Affiliation
a FSBEI HVE «Kemerovo Institute of Food Science and Technology»
Copyright ©Kazakov et al. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0. (
http://creativecommons.org/licenses/by/4.0/), allowing third parties to copy and redistribute the material in any medium or format and to remix, transform, and build upon the material for any purpose, even commercially, provided the original work is properly cited and states its license.
Abstract
On the basis of consumer survey, according to the questionnaire developed by the authors researches are conducted and the main tendencies of consumer preferences in the beer market of Kemerovo are revealed. The age structure of potential beer consumers is defined. It is established that main consumers of beer are young people under 35 years old. The most popular brands of beer with the youth are Holsten, Heineken, Miller, Tuborg with the ethyl alcohol content varing from 4,6 to 6,0 %. More than 50% of the respondents prefer to buy beer brands with the lower content of alcohol. Beer with low alcohol content is mainly prerferrend by female audience, while men prefer beer with the high content of alcohol. When buying beer, 62% of men respondents are guided by domestic producers. The most popular packing of beer for the majority of respondents (66%) is a standard bottle with a capacity of 0,5l. The price appeared more important characteristic as the criterion which is first considered by elderly people than by young, ones. On the basis of the conducted researches it is shown that the beer market in the city of Kemerovo is non-uniform, and has a high potential.
Keywords
Beer market,
preferences,
demand,
consumer structure,
well-known brands
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