Pub消費者之生活型態與啤酒品牌態度之關聯研究

The relationship between the lifestyle of pub beer consumers and brand attitude

本研究之主要探討在Pub中，不同的生活型態對於各啤酒品牌之態度是否有所不同。本研究採用便利抽樣在店內發放，共回收120份，剔除無效問卷後，有效樣本為98人。另外，為去除在店家消費有促銷活動的影響，所以本研究之第二階段抽取以較常去Pub之年輕族群進行問卷調查，共211份，剔除無效問卷後，有效樣本為200人。本研究共區分出兩個生活型態，第一類生活型態為「新潮時髦」，此類型的年輕消費者特點為追求流行與新潮，比較會注意新的事物，並較偏向藉由所消費的東西獲得別人的認同，另一類生活型態為「安定」，此類型的年輕消費者特點是做事情有所規劃，較習慣消費相同的東西。本研究利用重複測量設計分析不同的生活型態和各品牌之態度是否有所不同。本研究發現，年輕消費者對海尼根啤酒的品牌態度最好，第二名是台灣啤酒。從不同的生活型態來看，在新潮時髦型的年輕消費者眼中他們對台灣啤酒的品牌態度遠遠落後海尼根啤酒。然而，在安定的年輕消費者中，對於兩者的品牌態度是沒有很大差異的。另外，新朝時髦的年輕消費者對於麒麟啤酒的品牌態度高於美樂和青島啤酒，也就是說麒麟啤酒是新朝時髦的年輕消費者排名第三的選擇。反而在安定的年輕消費者中，年輕消費族群對麒麟啤酒的品牌態度來的比台灣啤酒更好。不同的生活型態對於不同的品牌有著不同的品牌態度，因此，建議各廠商必須針對不同生活型態的年輕消費者進行區隔。在pub這個啤酒市場，大致可以分成新朝時髦及安定這兩種目標市場。廠商選定目標市場以後，更進一步的就是建立年輕消費者所知覺的品牌態度。

The main point in this study is that if consumers who have different lifestyles make different beer brand attitude in Pub. This study adopts convenient sampling in Pub. There are 120 respondents and this study screens null questionnaires， and the effective respondents are 98. Moreover， to control the effect of pub promotion， this study samples the young consumers who often go to pubs. There are 211 respondents and screen null questionnaires， and the effective respondents are 200.This study clusters two lifestyles. The first one is fashion lifestyle， and these young consumers’ characteristics are tracing fashion and paying attention to novelty. Furthermore， they identify themselves by consuming products. The second is stable lifestyle， and these young consumers’ characteristics are planning everything and used to consume the same thing. This study use repeated measure design to analyze whether the consumers having different lifestyles make different beer brand attitudes. This study founds that young consumers have the best brand attitudes with Heineken and Taiwan beer is placed the second position in young consumers’ minds. For different lifestyles， fashion and novelty young consumers love Heineken much more than Taiwan beer， but there is no difference between these two brands in the heart of stable young consumers. Moreover， fashion and novelty young consumers have higher brand attitudes with Kirin beer than Miller and Tsingtao. In other words， Kirin beer is placed third position in fashion and novelty young consumers’ minds. On the contrary， stable young consumers like Kirin beer more than Taiwan beer. Young consumers having different lifestyle make different beer brand attitudes. Therefore， this study suggests beer firms have to segment young consumers by lifestyles. In pub， there are two target markets which are fashion and stable young consumers. When beer firms choose the target market， the next step is building young consumers’ perceived brand attitudes.