Custom Consumer Report – Alcoholic Drinks GCC
Most published market reports on alcoholic beverages focus on industry parameters such as market size, growth, shares and trends. They provide a useful bird’s eye overview of general market performance. However, because the publishers typically compile these reports from relatively few interviews with industry observers and from available market statistics, they do not offer much marketing insight into consumer dynamics.
More actionable is to gain an understanding of the attitudes and behaviour consumers adopt about brands in the different (sub) categories of alcoholic drinks, where and how often they buy or consume them, factors that influence this behaviour, the connection they have with brands and how much they spend on them, including market share estimates. In other words, knowledge of consumer opinions and behaviour.
Against this backdrop, we are preparing a multi-country consumer survey on alcoholic drinks in the GCC (Persian Gulf) countries, but one with a difference. The questionnaire will consist of a core section covering a standard set of key topics that drive consumer dynamics for general reporting. However, you have the option to include your own questions on issues that are pertinent to your marketing decisions. These questions are completely customised to your needs, could be on any topic with results exclusive to you.
We run the survey as often as there is demand for it, expecting this to be at least once a year. The first is planned for Q2 2025.
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Description
Core Section
- Which sub-categories of alcoholic beverage do drinkers buy within beer, wine, fortified wine, spirits and RTDs?
- How much of it do they buy from the off- versus on-trade?
- Off-trade:
- Buying volume and value on the last occasion by source of purchase and by category.
- Selection criteria for source of purchase.
- On-trade:
- Consumption volume and value on the last occasion by type of venue and by category.
- Range of venues and selection criteria.
- Projected market shares in volume and value by sub-category in the on- versus off-trade.
- Price sensitivity in the on- and off-trade.
- What is the regular brand within each sub-category? To what extent do drinkers experiment with brands? Factors that encourage this?
- In which sub-category would drinkers like to see a wider choice compared with what is currently on offer?
- To which below and above the line marketing/merchandising activities are consumers receptive? For example POS displays, discounts and other promotions.
- Demographic and lifestyle questions for the purpose of analysis.
Exclusive Customisable Section
Here the sky is the limit. Some examples…
- Brand awareness (top of mind, spontaneous).
- Brand image.
- Brand disposition (ranging from rejection to insistence).
- Brand selection criteria.
- Sources of brand awareness.
- Price sensitivity. At what relative price point will drinkers switch to another brand in the on- and off-trade?
Fees for Core Report by Country
| Country | Sample | Core Price |
|---|---|---|
| Bahrain | 300 | BHD 2,500 |
| Oman | 300 | OMR 2,500 |
| Qatar | 300 | QAR 25,000 |
| United Arab Emirates | 400 | AED 28,000 |
Fee per Customised Question
- A flat rate per question, which is the same for all countries.
- Maximum number of columns in a matrix question is 8 and maximum number of rows for multiple-answer questions is 15.
- The rates below are per country.
| Question Type | Description | US$ Each |
|---|---|---|
| Single answer question | One answer out of a list | US$ 85 |
| Multiple answers | Can select more than one answer from a list | US$ 105 |
| Matrix question | Multiple atributes and answers in columns and rows | US$ 125 |
| Scale/slider/ranking | Rating or ranking of a series of attributes or images | US$ 115 |
| Open-ended question | Text field for entering answer | US$ 125 |
Data Collection and Reporting
Methodology
- Where relevant, respondents have a license to purchase alcohol beverages from the off-trade.
- The sample will represent the population of drinkers in terms of age, gender and socio-economic class.
- Interviewers recruit respondents through their network and through referrals.
- Interviewers administer the questionnaire face-to-face with respondents, using an online questionnaire in Arabic or English.
- The expected length of the interview is 20 minutes.
Reporting
- The report will be in PowerPoint format.
- The structure of the report:
- Description of methodology including statistical significance indicators.
- Executive summary with recommendations derived from customised questions.
- The main body of the report consists for findings from each question, presented in a logical flow.
- Appended to the report is an Excel file containing the data tables and graphs included in the report.
- The report will be available within 20 days of launching fieldwork.