1 AIT Asian Institute of Technology

Wine industry in Cambodia

AuthorSay Rotanak
Call NumberAIT RSPR no. SM-99-02
Subject(s)Wine industry--Cambodia

NoteA research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management
PublisherAsian Institute of Technology
AbstractThe 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
Year1999
TypeResearch Study Project Report (RSPR)
SchoolSchool of Management
DepartmentOther Field of Studies (No Department)
Academic Program/FoSMaster 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;
DegreeResearch studies project report (M.B.A) - Asian Institute of Technology, 1999


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