Factors Influencing Beer Consumption Intention among Vietnamese Females.

This paper focuses on identifying the factors influencing beer consumption intention among Vietnamese females by examining various stimuli (attitude, price consciousness, parental influence and peer group influence). A total of 400 sets of questionnaires were collected to analyze the results. Pearson Correlation Coefficient was employed to test the hypotheses in this study. The findings reveal that the main drivers for beer consumption intention are socializing when drinking beers, peer group and price. Also, among Vietnamese girls, parents have been found to have less impact on their children intention to drink beers. Fundamentally, those findings may help marketers/law makers to craft their strategy to deal with marketing or social issues