| Author | Say Rotanak |
| Call Number | AIT RSPR no. SM-99-02 |
| Subject(s) | Wine industry--Cambodia
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The right decision making of marketing managers needs the right information to
evaluate. One of the most important factors which has been taken into account by many
researchers as one of the most fundamental marketing process underlying consumer behavior.
The objective of the study is to explore the basic information pertaining the marketing strategy
for Cambodia market by estimating the market potential of wine products, analyze the
consumer behavior and usage pattern, and measure the consumer attitudes toward the
attributes influencing their buying decision. Twenty two different questions have been used for
evaluating the overall consumer behavior for wine industry as a whole and in case of SKD' s.
Eighteen attributes are asked realize the brand market position of the products. Marketing
practice of existing company and the role of the chain members are analyzed as fundamental
information for setting up the marketing strategy.
The result of the study clearly show that the SKD Company need to improve aggressively its
strategy in promotion both in terms of advertising and sales promotion, development of new
style of wine bottle with beautiful and attractive packaging. SKD should develop new product
made from grapes to compete the strong local producers.
The result of the research also highlights the consumer behavior toward wine products. Most
of the consumers in the market will try a little the new brand of wine if it is available at higher
price, higher quality and with more variety. Regarding to this product, most of the
respondents, especially young men who are between eighteen and thirty years old, are brand
loyal consumers.
They prefer very much the imported brand of the product rather than local brand that were
enjoyed by the older people. Most of these young men have high incomes and are willing to
pay high price because they are proud of the brand name of the product. This kind of the
consumers considers the quality and the taste of the product are very necessary.
The low-income people have low brand loyalty and are emergency buyers; they are not
willingly to search a particular brand from store to store. They will buy only the brand that is
available in a store nearby their home. The high-income group prefer to buy the product in
supper market whilst the low-income group prefer to purchase the product nearby groceries |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Swierczek, Frederic William;Gupta, Jyoti; |
| Scholarship Donor(s) | The French Government; |
| Degree | Research studies project report (M.B.A) - Asian Institute of Technology, 1999 |