Understanding Factors Influencing Beer Consumption Decision In The Vietnamese Market: A Study Of Occasions, Preferences, And Motivations Of Beer Consumers In Ho Chi Minh City

Abstract

Beer plays a crucial role in the drinking culture of Vietnam, with numerous occasions serving different purposes revolving around its consumption. While beer consumption and the availability of beer brands continued to rise in recent years, there is a lack of comprehensive research on the factors influencing the decision to consume beer in the Vietnam context. This study aims to explores the factors influencing the decision to consume beer in Vietnam. Unlike other research studies that mainly focus on examining the factors influencing consumers' beer consumption decisions in a general context or evaluating the impact of these factors through quantitative methods, this qualitative research specifically focuses on understanding the settings in different beer-drinking occasions. By doing so, it provides a deeper understanding of the specific factors that influence consumers' beer consumption decisions as well as their behavior in each specific context. Based on this study, 12 Vietnamese respondents in Ho Chi Minh City who have recent experience with drinking beer were taken through the focus group discussion and in-depth interview. These respondents have to go for a drink at least 2 times per month and consume at least 1 can/bottle of beer per time. Thematic analysis (TA) was employed to analyze the collected data. The findings of the study reveal that consumers typically consume beer on five typical occasions, namely socializing, impression-making, celebrating, intimate, and unwinding occasions. The findings align with existing theories mentioned in the literature review. Psychological, social, and cultural factors significantly influence consumers' decision to consume beer. Additionally, situational, social, personal, and other factors are examined in terms of consumer behavior on each occasion. This study provides new insights into consumer behavior in the Vietnamese market, which can aid brands in the development of effective marketing strategies to target segments. However, given the qualitative nature of this research, further studies are needed to explore the individual contributions of each factor to consumers' decision to consume beer.