Imported Beer in the Hong Kong Market

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British Food Journal

ISSN: 0007-070X

Online from: 1899

Subject Area: Industry and Public Sector Management

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Document Information:
Title:	Imported Beer in the Hong Kong Market
Author(s):	Mark W. Speece, (Is based with EastGate International, Hong Kong.), Yukiko Kawahara, (Is based at the Chinese University of Hong Kong, Hong Kong.), Stella L.M. So, (Is based at the Chinese University of Hong Kong, Hong Kong.)
Citation:	Mark W. Speece, Yukiko Kawahara, Stella L.M. So, (1994) "Imported Beer in the Hong Kong Market", British Food Journal, Vol. 96 Iss: 1, pp.10 - 18
Keywords:	Brewing industry, Buying behaviour, Hong Kong, Imports, Trends
Article type:	Research paper
DOI:	10.1108/00070709410050584 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Argues that successful exporting to East Asian markets requires a good understanding of local conditions. One important issue is how consumers decide on products and how they view products from various countries. Hong Kong is representative of newly affluent markets which are growing throughout East Asia. In the beer market, Hong Kong consumers choose brands based on quality characteristics, especially taste. Other important aspects include the beer's image and the country-of-origin. Brand loyalty is strong. Price is relatively unimportant to most consumers. Many beer drinkers believe that German beer is the best, though they may not always buy beer from Germany.