Marketing Research

For the first question I had to research the Nielsen retail panel and then decide which data would be interesting for my brand Amstel. I found out that they measure what consumers buy. They monitor shopper behavior for more than 250000 households in 25 countries. Nielsen also examines key business trends by product, category, channel or market (Nielsen, 2016). The manufacturer of Amstel could use the information of the shopper behavior. With this data they can see what consumers buy and they can adjust their products on the buying behavior of their consumers. By this they can expand their target group and eventually get more consumers and more profit.

Then I had to do the same but for a different company, GfK. It is a company that gives information about the relevant market and the consumers. This information enables clients to make smarter decisions. More than 13,000 market research experts deliver global insights matched with local market intelligence from more than 100 countries (GfK, 2016). The GfK could give information about the market and the competitors of Amstel. With this information, Amstel could improve their products and become a bigger threat to their competitors. They can improve their market position and get more consumers.

Finally I made a short questionnaire to research the consumer attitude towards the brand Amstel. 

Gender:

Male	Female

Age:

Amstel	Strongly disagree	Disagree	Neutral	Agree	Strongly agree
Amstel has a nice taste
Amstel is too expensive
The design of the Amstel bottle is original
The design of the Amstel bottle looks nicer than the design of other beer bottles like for example a Heineken bottle
I drink Amstel because it tastes better than other beer brands
I drink Amstel because I’m influenced by my surroundings
The size of a Amstel bottle is perfect the way it is
Amstel pairs well with the food I eat
Amstel advertises its products in a good way
Amstel has a wide range of choices, like for example Amstel Radler
When I go out, the only beer I want to drink is Amstel
I drink Amstel at least once a week

Bibliography

GfK. (2016). About GfK. Retrieved November 16, 2016, from GfK: http://www.gfk.com/about-gfk/about-gfk/

Nielsen. (2016). Solutions. Retrieved November 16, 2016, from Nielsen: http://www.nielsen.com/ssa/en/solutions/measurement/retail-measurement.html