|
As a part of a national conference presentation, Next Level Marketing of Westport Connecticut presented the results of a research project where more than 500 people who frequent casual restaurants and had ordered alcohol beverages on-premise within the past 30 days participated in an online survey.
While the weak economy did cause people to go out socializing less frequently and spend fewer on-premise dollars, the study found signs of improvement.
Of those responding, only 32 percent said they still are spending less when they go out, compared with 70 percent of the consumers who took part in a similar study last year. A combined 68 percent of respondents said they're spending the same or more than in the previous year.
Clearly the New Economy has caused cash-strapped consumers to place greater importance on value drink prices.
When deciding which bar or restaurant to visit, the majority of consumers - including 42 percent of men, 43 percent of women and 46 percent of those over 40 - look to frequent on-premise establishments that offer high perceived value. Three-quarters of these people defined value as items that offer the highest quality for the best price and not just the lowest price, while 16 percent defined it as the lowest price and 9 percent as the highest quality.
After high value, almost 60 percent of the women taking part in the study said they seek out great happy hours and attractive drink promotions. For men, the overwhelming response - 38 percent - was a great beer selection.
In a marketplace loaded with options, consumers increasingly are turning to the Internet when choosing where to imbibe.
A third of the individuals said they decide where to go based on an establishment's Website and nearly 70 percent of the consumers over the age of 40 visit a restaurant's Website for information about specials and discounts.
The research also examined attitudes toward ordering premium brands.
Just shy of 87 percent of those surveyed strongly agreed that cocktails made with premium brands taste better than those prepared with house brands. When asked how much more they expected to pay for premium products, the consumers said on average $2.42 more for premium beer, $3.19 more for premium wine and an additional $3.20 for a branded cocktail. | 
