Consumer Decision Making Process: Lion Beer Marketing Project Analysis

This project analyzes the marketing strategies of Lion, a food and beverage organization operating in Australia and New Zealand, focusing on its alcohol beverage products, particularly beer. The analysis centers on the consumer decision-making process, examining the needs and wants of consumers and how they influence purchasing decisions. The project explores both internal and external sources of information that consumers use, such as colleagues and market reports, as well as the alternatives and attributes of Lion's beer products, including brands like XXXX and James Boag. It also delves into various purchase methods, like purchasing by requirement, and the post-purchase behavior of consumers, such as satisfaction levels and the impact of beer consumption. The project references several academic sources to support its findings and provide a comprehensive overview of consumer behavior in the context of Lion's beer products.

MARKETING
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

INTRODUCTION
• The presentation will be based on the organization of Lion
• Identification of the need and want of the consumers of their decision making
process along with the analysis will be done
• The internal and external sources of information will be used in the decision
making processes for Lion
• The alternatives and the attributes of the alcohol product of Lion

ABOUT THE ORGANIZATION
• Lion is a food and beverage organization
• They operates in the region of New Zealand and Australia
• The organization was founded in 1923
• Headquarter is based in Sydney
• Products offered are wine, beer, spirits, beer and dairy and
juices
• Kirin Holdings Company Limited is the parent company
• Lion Dairy and Drinks is the subsidiary
• More than 7,000 people are employed in this organization

Chosen Product
• The chosen product is the alcohol beverage sold by Lion
• It includes leading beer brands of Australia
• They are XXXX, James Boag, Tooheys, Hahn, Little
Creatures and James Squire
• They also serve cider brands too
• Kirin, 5 Seeds and James Squire Orchard Crush

Need of the Product
• There is a huge demand for beers in the regions of Australia and New Zealand
• They produces a huge amount of beer
• The pub culture ignites the need of these beer
• It also helps to stay healthy in warm seasons
• Beer has been identified as the most popular beverage in both the regions

SOURCES OF INFORMATION
• Both internal and external sources are used to make the decision
for buying the product, which is Beer
• Colleagues has ignited the option of buying the beer from this
organization
• The market search reports also ignited the decision of selecting
and buying this product
• Customer-related records has also increased the chances

ALTERNATIVES AND ATTRIBUTES
• There are other brands of beer manufactured and sold in
Australia and New Zealand
• Lager is the most popular type of beer among all others that is
consumed by the people of Australia
• The most iconic beer is the famous green tin beer, mainly
known as vitamin B, very best and Victoria beer
• Coopers, Cascade, Matilda bay are some other renowned brands

PURCHASE METHODS
• There are many purchase methods which impacts the decision
making process of a customer
• Market purchasing, purchasing for specific future period,
speculative purchasing, scheduled purchasing are some of them
• The method selected in this case is purchasing by requirement
• Beer from Lion are purchased according to the requirement
among the customers

POST-PURCHASE BEHAVIOUR
• The satisfaction level plays an integral part in the
post-purchase behaviour of the customers
• Relaxation after consumption of the beer is the most
important feature that satisfies the customers
• Beer as the most sought-after drink in the regions
also impacts positively on the post-purchase
behaviour
• Helps to maintain nthe health and stay fit

REFERENCES
• Argent, N., 2018. Heading down to the local? Australian rural development and the evolving
spatiality of the craft beer sector. Journal of rural studies, 61, pp.84-99.
• Colen, L. and Swinnen, J., 2016. Economic growth, globalisation and beer
consumption. Journal of Agricultural Economics, 67(1), pp.186-207.
• de Andrés-Toro, B., Giron-Sierra, J.M., Lopez-Orozco, J.A., Fernandez-Conde, C., Peinado,
J.M. and Garcı́a-Ochoa, F., 1998. A kinetic model for beer production under industrial
operational conditions. Mathematics and Computers in Simulation, 48(1), pp.65-74.
• Desbrow, B., Murray, D. and Leveritt, M., 2013. Beer as a sports drink? Manipulating beer’s
ingredients to replace lost fluid. International journal of sport nutrition and exercise
metabolism, 23(6), pp.593-600.