Young consumers' expectation and perception on Saigon beer : A study base on disconfirmation expectation theory of consumer satisfaction

Abstract

This investigation explored the contextual factors affecting young consumers’ expectation and their perception on Saigon Beer based on the Disconfirmation of Expectation Theory of Consumer Satisfaction. Qualitative and Quantitative approach was adopted through secondary data, in - depth interview and survey of 314 young people in Ho Chi Minh City. Factors affect young consumers’ expectation and perception on beer products in general and Saigon Beer particularly are grouped and observed following Marketing Mix Theory (Product, Price, Place and Promotion). Results are presented in Comparative Analysis Matrix, which compared young consumer pre purchase expectations vs. post consume perception. From the Comparative Analysis Matrix, factors will be distributed in four comparative areas: (1) focus, (2) high leverage, (3) manage and (4) maintain. Areas presented on Comparative Analysis Matrix give the company overall picture of Saigon beer performance status on satisfying the brand’s present customers whose age are under 30 years. Results also indicate young consumers’ priority in consuming beers product in general and Saigon Beer in particular, which will orient the company in implement proper actions to approach young consumer segment broadly. Implications for marketers are also discussed in this study. Keywords: Disconfirmation of Expectation Theory of Consumer Satisfaction, Expectations-confirmation theory, Comparative Analysis Matrix, Marketing Mix Saigon Beer, young consumer.