Factors Influencing Consumer Preferences for Beer Brands in Bharatpur Metropolis

Abstract

Consumer preferences describe the behavior a consumer uses to select either goods or services, and they can be affected by a number of factors like taste, price, quality, availability and beyond. This preference is important in developing and marketing products by business organizations. The Nepalese beer market is growing continuously; nevertheless, there is not much research about the consumer preferences in this industry. The available literature tends to overlook the interaction between a range of factors, which influence consumer behavior, having an impact on the price, taste, brand image, and socio-demographic features. Most beer brands still have difficulties in understanding and aligning according to the changes in consumer expectations.

This research paper seeks to examine views and perceptions of the beer consumers in Nepal. It improves on existing literature, because it puts across the relevance of studying the preferences of consumers as far as beer brands are concerned. Moreover, the results provide guidance to the brands that would like to be ready in accommodating the changing needs of the Nepalese market. It embraced a quantitative research strategy; whereby structured survey was used to gather primary data on a sample population of 615 respondents. The technique was selected because it is effective in capturing sensations and behavior of humans.

The research expects a profound linkage between consumer choice and most influential variables including: taste, price and brand image and promotion tactics. It is hoped that the results of the study will be valuable to beer manufacturers, brands, consumers, and prospective researchers.