A Study of Key Factors Influencing for Imported Beer Brand Choice Decision in Thailand

Abstract

Since the zero import duty under the Asean Free Trade Agreement (AFTA) took effect in 1st Jan. 2010, Thailand and other Asean countries have been opening up their domestic markets to trade and allowing an influx of cheaper beer and liquor. As a result, Thai beer market become more open, and the confrontation among the local and imported entrepreneurs have been increasingly vigorous. This independent study aims to explore the key factors influencing for imported beer brand choice decision in Thailand. This survey research used questionnaire survey method to collect the primary data. The target population of this research was customers that have experience of imported beer in Thailand, and the sample size for this study is 400. This research discusses about the consumers’ drinking behavior, consumption demand, and social demographic variables. According to the results of the study, provide for using of academic research, and hope that can help operators when entering the Thai beer market, and provide reference suggestions for marketing strategy.