Lao consumer behavior and key factors that influence buying decision toward beer products of beerlao.

Abstract

According to ASEAN Economic Community (AEC) and beer market growth in Laos, this study aims to understand Lao consumer behavior and buying decision toward a specific beer brand, namely Beerlao, which has gained a largest market share in Lao beer market. The research adapts the theories of demographics and marketing mix to describe Lao consumer behavior and buying decision on beer products of Beerlao. The quantitative tool is used for this study by submitting 100 questionnaires to Lao people who has lived in Vientiane. The results are the diversification of genders and income levels has different beer consumption on Beerlao. The male gender and low income consumers more frequently consume Beerlao beer than other gender and income levels. Moreover, the marketing mix factor that affects Lao consumer buying decision toward Beerlao is its brand reputation. The second and third ranks in product factor are good taste and familiarity. KEYWORDS: Beerlao/ Demographic/ Marketing Mix/ Consumer Behavior