Marketing Advisory Services (MAS) was commissioned by GSD Marketing Ltd. to carry out a quantitative research targeting Maltese residents spanning several different age groups. The main aim of the study was to investigate the buying behaviour and preferences of different age cohorts. MAS scripted and tested the questionnaire and coordinated the data collection process.
The data collection approach consisted of 500 online questionnaires carried out over a period of 1 month. The questionnaire was around 8 minutes long and explored different aspects of buying behaviour, buying preferences and level of awareness of different beer brands. The sample was grouped by gender, age, and region. This allowed for the sample to be representative of the Maltese population.
“Research is about engaging in a conversation with a brand”
– Matthew Rhodes
OUTCOME
The quantitative exercise was carried out to inform GSD Marketing Ltd. about their consumers’ current perceptions and behaviour as well as their levels of awareness about beer brands. Moreover, through this research we were able to determine price ranges for particular beer brands in terms of quality and packaging size.