If you brew it, who will come? Market segments in the U.S. beer market

Trey Malone () and Jayson Lusk

Agribusiness, 2018, vol. 34, issue 2, 204-221

Abstract: This article uses data collected from a large number of representative United States beer drinkers to identify potential market segments through consumers' taste perceptions of various beer brands. We use several well†established marketing research methods to show that distinctive segments of the beer market underlie aggregate demand for craft beer. Using exploratory factor analysis, we find that consumers tend to group beers by two underlying factors of taste. We then use cluster analysis to provide a description of how market segments are influenced by brand familiarity. Overall, this article highlights consumer heterogeneity in the modern U.S. beer market and provides an example of how one might use primary data to analyze segmentation in a growing but highly competitive market. [EconLit citations: : C83, M3, Q1]

Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
https://doi.org/10.1002/agr.21511

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:34:y:2018:i:2:p:204-221

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().