得出的结果,有一个强烈的等级相关暗示强烈的啤酒品牌的受欢迎程度之间的关系以及上述因素列表。被发现的相关性最强的属性的啤酒的味道。这是紧随其后的是品牌的属性的营养和健康的啤酒品牌,分别的啤酒的质量。因此,为进一步促进,青岛啤酒必须专注提高和利用这三个主要属性。味道已经被各种受访者评为最高的属性类别的所有年龄组。看到,超过50岁的受访者认为品味顶级属性也可以啤酒品牌的原因他们的品牌忠诚度。另一方面,18 – 30岁的受访者并不认为青岛是一个健康的品牌。受访者没有青岛啤酒排名在前三名的列表的首选品牌,把品牌低健康和营养好处如下设想的6评级给这个属性。
It was concluded from the results that there was a strong rank correlation implying a strong relationship between the popularity of the beer brand as well as factors tabulated above. The correlation was found to be strongest with the attribute of ‘Taste of the beer’. This was followed by the brand’s attribute of ‘Nutrition & Health benefits of the beer brand’ and ‘Quality of the beer’ respectively. Thus, for further promotion, Tsingtao Beer must focus to enhance and capitalize on these three attributes mainly. Taste had been rated as the top attribute by various respondents from categories of all age groups. It was seen that respondents aged greater than 50 years rated taste as the top attribute which can also be the reason behind their brand loyalty for the beer brand. On the other hand, the respondents who were aged 18-30 years did not regard Tsingtao as a healthy brand. The respondents who didn’t rank Tsingtao Beer amongst the list of top three preferred brands viewed the brand to be low on health and nutrition benefits as envisaged by their below 6 rating which was given to this attribute.
Tsingtao Beer is a large global brand that has its footprints spread across various continents. However this research has been based on the responses given by a small sample of only 250 people (that too from only one location) on account of geographical and time constraints. Thus it is not free from sampling bias (Sampling Bias, 2009). To amend it, the research process should focus on increasing the size as well as the distribution of the sample.
At the same time, a different data to collect method should also be introduced. As an example, research may be incentivized and future work can seek the cooperation of marketing consultancy to conduct online research. This would improve response rates and motivate users to participate in the survey. Online communities’ corners may also be created so as to take part in brand discussions. All this would eliminate the constraints of geographical distance as well as the time shortage factor.
Lastly, the interview method for collecting of data can be much more suitable (Research Methods – Interview, 2008) since body language also helps to analyze the interviewee’s thought process and ideas (Fast, 2002). This must also be incorporated while collecting data from the sample respondents.