Introduction
It is believed that beer was the earliest alcoholic drink to be developed by humans. Historians assert that humans’ liking for the drink played a major role in encouraging them to adopt agrarian farming from hunting and gathering society. The history of beer drinking in Vancouver goes back to the 19th century. Since the inception of the first bars, beer market in the region has undergone through many changes.
To understand the beer market in Vancouver, several areas of consumer behavior and communication theory have to be evaluated (Babbie, 2013). The buying decision begins when a consumer recognizes that there is a need he or she is supposed to fulfill (Masterman, 2006). Thereafter, the customer kicks off information seek out. After enough information is gathered, the consumer evaluates the available alternatives (Pickton, 2001). This research focuses on beer market in Vancouver.
To achieve its goals, the research will interview several beer drinkers, marketers, and brewers in the area. Similarly, bar owners and hotel owners will be interviewed. The above results will be evaluated to identify factors that affect drinkers’ choices.
Through this study, researchers will comprehensively cover on the areas unaddressed by the previous researches. Equally, the paper will investigate whether the absence of substantial statistics is to be blamed for the slow implementation of marketing strategies aimed at introducing new beer brands in the region.
Problem Statement
During our research, issues related to privacy and confidentiality will arise. In our research process, beer drinkers may shy away from being interviewed. On the other hand, some beer drinkers will provide the researchers with misleading information. The research aims to address the above challenges with the help of professional researchers.
Through this study, the research will improve and broaden the existing theoretical perspectives on factors affecting the beer market in Vancouver. It will seek to highlight on how these factors can be enhanced by beer producers to increase their sales in the region. Similarly, the research will present important insights and indicators for beer marketers and bar owners about dynamic drink markets.
As stated above, the information collected through this research will be of interest to the researchers, beer and wine brewers, bar and hotel owners, and relevant revenue collection authorities.
Through the study, bar owners will be able to identify and increase the stock of beers preferred by their customers. Since the federal and the local governments are interested in increasing their revenues from service and hospitality industries, through taxes, the government might have an interest in the outcomes obtained in this case study (Swinnen, 2011).
In general, the researchers will be able to achieve the objectives mentioned below. To identify beer drinking habits in Vancouver. To identify factors that affect beer marketing in Vancouver. To identify how these factors can be improved to benefit the beer brewers. To identify how these factors can be improved to benefit hotel and bar owners.
In every research, research questions guide the researchers in processing and addressing variables of interests (Belch, 2001). For this research, the following research questions will be used. What are the decisions made by residents before purchasing beer in Vancouver? What are the factors affecting beer marketing in Vancouver? What are the benefits of enhancing or reducing these factors? What can be done to improve beer marketing in Vancouver? What are the brewers’ roles in enhancing beer marketing?
References
Babbie, E. (2013). The Practice of Social Research (13th Edition). Belmont, CA: Wadsworth .
Belch, G. E. (2001). Advertising and promotion: an integrated marketing communications perspective . Boston, Mass.: Irwin/McGraw-Hill.
Masterman, G. (2006). Innovative marketing communications for events management. London: Elsevier Butterworth-Heinemann.
Pickton, D. (2001). Integrated marketing communications. Harlow: Financial Times Prentice Hall.
Swinnen, J. F. (2011). The economics of beer. Oxford: Oxford University Press.