Imported Beer in the Hong Kong Market

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.

Citation

Speece, M.W., Kawahara, Y. and So, S.L.M. (1994), "Imported Beer in the Hong Kong Market", British Food Journal, Vol. 96 No. 1, pp. 10-18. https://doi.org/10.1108/00070709410050584