In the microbrew category, approximately 100 breweries compete for limited consumer-attention as well as limited shelf space in an off-trade sector with a portfolio constantly changing. By emphasizing the study of consumer behavior and perception, as to increase sales through an improved brand equity, the paper have recommended an array of communication efforts for any given microbrewery – and for Fur Bryghus in particular. For this, the paper obtained knowledge on behaviour through insights into decision making paradigms and the formation of loyalty, while deriving an understanding of the perceptions held by the consumers, and the influencers of these, by emphasizing communication measures, as well as, the relationship consumers have with the Fur brand. An empirical investigation gathered data which, applied to theoretical frameworks, resulted in a number of findings relating to the prevailing consumer behaviour and perceptions. The derived information revealed that the majority of microbrew consumers find little risk in purchasing microbrew. As such, decisions are made within minutes and category learning (of both companies and brand) occurs passively, while continuous brand switching is driven by the search for new sensations and reliance on them to fulfill individual and social needs. Pleasure in consumption argues for positive motives driving purchases, while the most important benefits to deliver on and communicate are: special ingredients, color and taste-storytelling, vivid labels congruently branding a (desirable) broad product portfolio, all resulting in a promise of positive taste-sensations and experiences of quality. Thus, recommendations for breweries in general emphasized the creation of intriguing communication of above benefits, while identifying means of engaging consumers via social media groups, events and sponsorship, by which valuable associations could be derived to enhance loyalty formations. Additionally, it is revealed that Fur Bryghus is lacking in many of above aspects: primarily due to a low unaided recall and a visual communication not emphasizing above nor their point of differentiation sufficiently. Thus, a new label design for Fur was offered, along with tactical measures to be undertaken in relation to above findings. Ultimately, it was found that Fur via these could enhance brand attraction and leverage their brand identity and brand meaning.
|Educations||MSc in Brand and Communications Management, (Graduate Programme) Final Thesis|
|Number of pages||144|