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Introduction of a new French beer brand on the Polish market in the opinion of consumers

Pierzgalska Elżbieta, Rezmer Kamil, Kobusińska Iwona

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 174

153--168

Objective: The study aims to identify the behavior, opinions, motives and expectations of Polish consumers towards beer brands, with a particular focus on a beer brand manufactured by a French brewery. The consumer survey carried out allows identification of several major potential consumer groups to be targeted by a medium-sized independent French brewery with its offer. Methodology: The study employed the use of primary sources obtained via a measurement instrument, in the form of an online survey questionnaire, developed for the purpose of the ResearchLab 2022 academic contest organized by Le Sphinx. The consumer survey was conducted in the period from April 12 to May 01, 2022. A method of indirect measurement, i.e., a survey questionnaire, was used to collect the material, which allows collection and examination of data on large research populations. The questionnaire consists of introductory questions regarding the beer market in Poland, consumer behavior questions concerning consumer awareness, preferences and consumption motives, questions pertaining to market barriers and foreign beer brands, as well as a metric part. The research process involved the use of Sphinx software, which allows intuitive development of a survey questionnaire, its quick distribution, convenient collection of data, as well as comprehensive quantitative and qualitative analysis thereof. The platform additionally allows for real-time tracking of the survey results, which quite is important when conducting research on a well-defined study group. The survey encompassed a research population of 3792 respondents (male and female) of different age ranges. The sample size was determined on the basis of Internet accessibility in Poland (92.4%, in 2021) (2021 Information Society in Poland..., 2021, p. 125). In order to maintain result representativeness, the minimum number of survey participants was calculated at 2401 respondents, assuming a confidence level of 95% and an error of 2%. The representative sample was of a quota nature, defined by the contest holder, and encompassed 40% of respondents aged 18-35 and 36-55 respectively, as well as 20% of respondents over 56 years of age. Gender-wise sample distribution was 60% males and 40% females. The data was examined using such statistical methods as structure analysis, as well as positional or classical measures. Results: The survey results show that the preferred beer package size is 500ml glass bottle, with an alcohol content of 3.6% to 7%. The main Polish market competition for the French independent brewery's new beer brand are Lech, Żywiec, and Desperados. The preferred beer types are lager (72%), IPA (47%) and flavored beer (47%). The beer flavors most commonly chosen by consumers on the Polish market are lemon and lime, mojito, apple and honey. An ideal beer, as typified by the respondents, would be characterized by average proportions of aroma, color, carbonation, bitterness and alcohol content. The factors prompting consumers to try new beer brands are primarily taste, price and advertising, therefore, it is worth focusing on the three, maintaining proportions in the order in which the factors have been presented. Information regarding alcohol novelties most commonly is derived from friends or Social Media, which is why advertising should involve the use of these channels for e.g., various types of Facebook, Instagram, Youtube, Tik Tok contests. The respondents reacted positively to the French beer brand, and the majority would opt to try this type of beer, given the opportunity. Their expectation with regard to the brand is high price, good quality and taste, as well as elegance. Its envisioned label design is associated with the national colors of France, the city of Paris, Napoleon, and the Alps. It is thus worth taking the above associations into account when designing the label. Originality: The article presents the consumer opinions regarding introduction of a new French product on the Polish market. It is addressed to distributors of imported beer.

Analiza postaw i preferencji konsumentów piwa

Rydzak L., Kozłowicz K., Stoma M., Dudziak A., Natoniewski M., Rodzeń A.

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2018

z. 130

513-522

Celem badań była próba oceny czynników, które wpływają na wybór i w konsekwencji zakup oraz spożycie piwa przez studentów lubelskich uniwersytetów. Narzędziem badawczym była ankieta, zawierająca pytania zamknięte i otwarte dotyczące tematyki związanej z rynkiem piwa w Polsce. Badanie przeprowadzono wśród 142 studentów i studentek lubelskich uczelni w różnym wieku. Zebrane wyniki opracowano przy pomocy narzędzi analizy statystycznej. Najbardziej wśród studentów preferowane są piwa jasne pełne, kupowane w mniejszych placówkach handlowych, w butelkach o pojemności 0,5l. W badanym segmencie rynku konsumenci wykazują również silne przywiązanie do marki. Na koniec przeprowadzono badanie rozpoznawalności sensorycznej wybranej marki piwa.

The aim of the research was an attempt to assess the factors that affect the choice and, as a consequence, the purchase and consumption of beer by students of Lublin universities. The research tool was a questionnaire containing closed and open questions related to the beer market in Poland. The study was conducted among 142 students of Lublin universities. The collected results were developed using statistical analysis tools. The most preferred among students are full lagers, bought in smaller commercial establishments, in 0.5 liter bottles. In the market segment under consideration, consumers also show strong attachment to the brand. Finally, the sensory recognition of a selected beer brand was carried out.

Postawy i zachowania konsumentów do 40. roku życia na rynku piwa

Suszek-Namroży A., Mironiuk K.

Zeszyty Naukowe Akademii Morskiej w Gdyni

2017

nr 99

96--102

Piwo jest najpopularniejszym napojem alkoholowym wśród Polaków. Przynajmniej kilka razy w roku pije je prawie 73% dorosłych osób, co odpowiada blisko 23 milionom konsumentów. Celem badań było poznanie postaw i zachowań konsumentów do 40. roku życia na rynku piw. Największa grupa respondentów zadeklarowała okazjonalne spożycie piwa (38,74%), a jako najbardziej popularne miejsce konsumpcji tego trunku wskazała bary oraz puby (35,14%). Prawie 40% badanych wybierało puby, bary, które oferują szeroką gamę piw lokalnych i zagranicznych. Chęć poszukiwania i próbowania piw rzemieślniczych zadeklarowało 62% ankietowanych.

Beer is one of the most popular alcohol beverage among Poles. It is being consumed at least a couple times a year, by almost 73% of adults, which gives about 23 million consumers. The aim of the study was to cognize attitudes and behavior of people between 18–40 year of life towards beer. Drinking occasionally was manifested by 38,74% of respondents, and the most popular place of consumption turned out to be bars and pubs (35,14%). Almost 40% of analyzed group was choosing places that offered a variety of imported beers and locally brewed ales. Desire to look for and to try craft beers was suggested by 62% of respondents.