The psychology of Thai craft beer consumption and the opportunities to increase perchase.

Abstract

In recent years, the popularity of craft beer has been a boom in Thailand, and there are more and Thai craft beer in the beer market. However, the beer production law that restricted Thai craft beer brewers to brew their beer outside of Thailand and import back into the country. From this, Thai craft beer is labelled as imported goods and pays the imported tax which makes the price of Thai craft beer to rather expensive. Therefore, the potential of selling Thai craft beer in Thailand is not so easy because consumers view Thai craft beer as expensive and value it less than foreign beer as consumer thinks that foreign beer is better for value. This paper will explore on the psychology of drinking Thai craft beer and how can brewers increase the consumption. Moreover, this paper will cover three main topics; Thailand’s beer market analysis, consumer behavior on craft beer consumption in Thailand, and marketing strategies.