Beer Brand Equity, Consumption Pattern and Consumer Preference in Kathmandu Valley, Nepal

2025-05-25

This study explores the brand equity, consumption patterns, and consumer preferences of beer drinkers in Kathmandu Valley, Nepal. Conducted through a quantitative survey using Computer Aided Personal Interviewing (CAPI), the research engages 508 respondents aged 21 and above who have purchased and consumed beer within the past three months. It provides data-driven insights into how consumers perceive beer brands, their purchase behavior, and the factors that influence their choices.

Findings show that the beer industry in Kathmandu Valley maintains strong brand equity across multiple dimensions. Customer satisfaction, brand image and perceived value are notably high, showing that consumers view beer brands as trusted, reputable, and offering good value for money. Similarly, hedonic appeal is equally strong, as consumers associate beer with feelings of refreshment, happiness, and relaxation. Consumer preference indicates that beer is mostly consumed in social settings with friends and family, with 650 ml bottles being the most preferred packaging. Taste, prior experience, and easy availability are the main factors influencing brand choice. Word of mouth remains the strongest information source, while promotional recall is relatively low, suggesting room to improve marketing visibility. Most consumers purchase from liquor stores and spend between NPR 501–2,000 per month. Many consumers’ intends to repurchase, and two-thirds are willing to pay a premium for quality.

Overall, the beer industry in Kathmandu Valley demonstrates strong brand equity, high customer loyalty, and solid repurchase potential. However, the low level of promotional activities reveals room for improvement in brand visibility and engagement strategies. These insights guide breweries, distributors, and marketers in designing more effective campaigns and product positioning.

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