CRAFT BEER CONSUMER BEHAVIOR, COMPORTAMIENTO DEL CONSUMIDOR DE CERVEZA ARTESANAL

Cristóbal Fernández Robin, Diego Yáñez Martínez, Paulina Santander Astorga, Jorge Cea Valencia and Ricardo Mery Medel

Revista Global de Negocios, 2017, vol. 5, issue 1, 17-23

Abstract: This study aims to determine the most important attributes when buying craft beer. Descriptive research is done. We use an exploratory phase seeking to define important attributes. Later, as conclusive stage is conducted to determine the weight of each attribute by analyzing a survey applied to beer consumers. The method used to establish the importance of attributes is the Best Worst Scaling. The results indicate there are two segments. The first segment called Stout that are more mature and with a better perception of handicrafts goods. The second segment called Lagers are mostly students and show a lower frequency of beer consumption. When consuming craft beer the most important attributes for Stout are product quality, followed by the kind of beer, and the recommendation of someone. The most important attributes for lagers are quality and type of packaging, followed by the fact that someone has recommended the product and the price. Based on these results, recommendations focused on communication strategies for entrepreneurs engaged in the production of craft beer are generated.

Keywords: Consumer; Craft Beer; Preferences; BWS (search for similar items in EconPapers)
JEL-codes: L68 M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:rgnego:v:5:y:2017:i:1:p:17-23

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