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Table of Content 1 Introduction3 2 Culture4 21 Values and Believes4 22 Rituals5 23 Myths6 3 Reference groups7 4 Conclusion11 5 Bibliography12 1 Introduction As worlds ninth biggest beer market Australia consumes about 1720 million litres of beer every year Australian Bureau of Statistics 2002 Just go through some of the tourist web sites pubs beaches and football games are always suggest as three must go activities if one wants to claim heshe has really been Australia While the beer is treated as ultimate enjoyment for many Australians the life of its producers does not seem easy Under increasing press from beer substitutes such as wine and Ready to Drink RTD Spirits the market is shrinking On the other hand domestic and international brewers are continuously introducing new brands and creating new advertising campaigns to gain more market share Competition in this industry is severe Lion Nathan 2003 However the beer itself is very similar from brand to brand in the same category A blind taste test conducted by Simone Pettigrew 2002 revealed that the beer lovers could not even distinguish their most favourite brand from the others Therefore it is especially important that the beer marketers understand its consumers behaviour and design advertisement to appeal to their profound needs and motives In this paper two most relevant areas of consumer behaviour are examined namely culture and reference groups 2 Culture When Mr Morgan was asked in the film Danny Deckchair that what makes him an Australian his answer was immediate the beer Beer plays a major symbolic role in Australian culture It is closely associated with Austrians values believes rituals 21 Values and Believes Every culture has a set of values that denote what end states people strive to attain Value can be defined as a set of shared meaning of ideal end states and
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