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1 – 10 of 986Ismael Castillo-Ortiz, Minwoo Lee, Scott Taylor and Diego Bufquin
This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion…
Abstract
Purpose
This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.
Design/methodology/approach
This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.
Findings
This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.
Research limitations/implications
The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.
Practical implications
This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.
Social implications
This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.
Originality/value
This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.
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Angelina De Pascale, Maurizio Lanfranchi, Raffaele Zanchini, Carlo Giannetto, Mario D'Amico and Giuseppe Di Vita
In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the…
Abstract
Purpose
In recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.
Design/methodology/approach
An online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.
Findings
The results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.
Originality/value
To the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.
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Felipe Furtini Haddad, Kelly Carvalho Vieira and João de Deus Souza Carneiro
This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention.
Abstract
Purpose
This paper aims to identify the profiles of beginner and experienced consumers (BCs and ECs) of craft beer and evaluate their perception, knowledge and purchase intention.
Design/methodology/approach
A total of 291 craft beer consumers including 148 BCs and 143 ECs participated in the study, which was divided into 2 stages: quantitative research through a questionnaire and conjoint analysis.
Findings
BCs are mostly female, with a lower age, income and consumption frequency, presented a shallower understanding of International Bitterness Units (IBU) and considered 7.0% alcohol by volume (ABV) as a high-relative value in craft beers. Otherwise, ECs are mostly men with a higher age and consumption frequency, and they don't consider 50 IBU as high bitterness. The results of conjoint analysis indicate that both groups of consumers attribute greater relative importance to ABV and nonalcoholic beers had lower purchase intentions. Finally, the authors show that beer with 30 IBU and 4.5% ABV is preferred by both BCs and ECs.
Originality/value
The authors' identification about the distinct behaviors of different groups of consumers, based on their consumption time of craft beer, as managerial implications for industries producing craft beer and, as a theoretical contribution, the authors have defined “BCs” and “ECs” based on the experiences with and durations of craft beer consumption.
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Vikas Gupta and Manohar Sajnani
This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’…
Abstract
Purpose
This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions.
Design/methodology/approach
The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically.
Findings
The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer.
Originality/value
To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.
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Aaron Tham, Jenna Campton and Bruce Cooper-McKenzie
There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their…
Abstract
Purpose
There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their culinary offerings. Yet, in this space, factors that have triggered the creation, management and marketing of craft beer tourism remain implicit. The purpose of this paper is therefore to present a systematic literature review of craft beer tourism, apply a conceptual model of craft beer gastronomy tourism and, in turn, provide strategic imperatives for the sector moving forward.
Design/methodology/approach
A comprehensive search for craft beer tourism in hospitality and tourism literature was undertaken using a combination of Google Scholar search terms as well as institutional library databases. Then, following the steps proposed by Xiao and Watson (2019), articles were sorted into themes before determining their appropriateness to be included in a systematic literature review.
Findings
Based on prior research, a Craft beer gastronomy tourism model is proposed. This model was found to provide a macro perspective of the craft beer tourism literature and was applied using the systematic literature review. It was found that not many of the papers fit the three-step process, and a fragmented relationship between craft breweries and tourism was observed. On reviewing the theories and frameworks used, it was found that there was not much consistency with the majority using frameworks and concepts. Furthermore, most studies were undertaken from the perspective of a single region or homogenous samples, with few offering cross-sectional comparisons. The most common methods of the papers were surveys and interviews, with a majority being cross-sectional.
Originality/value
The systematic literature review has led to the development of a novel conceptual model that highlights the current focal areas but also gaps that inform future studies and managerial implications.
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Alvaro Luis Lamas Cassago, Mateus Manfrin Artêncio, Daniele Ribeiro Contin, Beatriz Costa de Souza, Guilherme Silva Dias, Leonardo Gobbo Neto, Janaina de Moura Engracia Giraldi and Fernando Batista Da Costa
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Abstract
Purpose
This paper aims to explore the impact of the origin of hops on the sensory and hedonic evaluation of highly involved craft beer consumers.
Design/methodology/approach
Data was collected through a between-subject tasting experiment, where the origin of hop was manipulated (imported vs locally grown). The craft beer samples used in the experiment were produced using hops of similar age but grown in two distinct places: USA (imported hop) and in the city of Ribeirão Preto, Brazil, where the experiment was conducted (locally grown hop). The sensory and hedonic evaluations of highly involved craft beer consumers (n = 100) were collected after tasting the samples.
Findings
The origin of hop proved to be significant in affecting participants’ sensory and hedonic evaluations. It was observed that women were more sensitive than men to the origin information: when information was given, differences were found only on men’s scores of dryness/astringency; while in women, significant differences were found not only in dryness/astringency, but also in bitterness and refreshing, which are important attributes in the sensory profile of craft beer. It was also confirmed the effect of localness in hop cultivation, once men’ and women’s scores on liking were higher for the sample brewed with locally grown hop.
Originality/value
To the best of the authors’ knowledge, this is the first work using craft beer brewed with hops cultivated in Brazil and a sample of Brazilian craft beer consumers, therefore, providing a significant contribution to the field of consumer behavior. Furthermore, it adds to the discussion on sex-/gender-related differences regarding sensory expectation and perception of foods.
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Scott Taylor Jr., Elizabeth A. Whalen and Cortney L. Norris
This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The…
Abstract
Purpose
This two-part exploratory study aims to investigate the perceptions of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers. The influence of advertising appeals is also tested to determine the effectiveness of value-expressive and guilt appeals in determining switching behaviors.
Design/methodology/approach
The first study used a mixed-methods approach to determine perceptions and switching behaviors for active lifestyle individuals. The first part of the study presented respondents with one of three advertisements, the ads were designed to either elicit a value expressive appeal, a guilt appeal or a control. The second part of this study presented respondents with a series of open-ended questions seeking further information on their perceptions and preferences regarding no- and low-alcohol craft beers. The second study assessed perceptions of general craft beer consumers as they related to the three advertisements.
Findings
The results of this quantitative studies did not find any significant differences between the three ad slogans; however, the results of the qualitative study do indicate differing perceptions and potential switching behaviors for active lifestyle individuals.
Research limitations/implications
This research advances knowledge on advertising appeals for no- and low-alcoholic craft beers.
Practical implications
Brewers and marketers gain insights into two different consumer groups perceptions and potential switching behaviors toward no- and low-alcohol craft beers.
Originality/value
This research tests how advertising appeals influence perceptions and potential switching behaviors of active lifestyle individuals and general craft beer consumers toward no- and low-alcohol craft beers.
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Fernanda Rizzon, Deonir De Toni, Ana Paula Graciola and Gabriel Sperandio Milan
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this…
Abstract
Purpose
This paper aims to investigate the effect of product price image (PPI) on perceived value (PV) and repurchase intention (RI) of Brazilian customers' craft beer. Moreover, this research also verifies the moderating effect of customer experience (CE) and price sensitivity.
Design/methodology/approach
The survey data analysis was performed using Smart-PLS 3.3.9 and Process 4.1 software with 329 customers.
Findings
The results show that PV is a full mediation variable in the relationship between PPI and RI. As a mediated moderation, lower CE and price sensitivity better explain the indirect effect of PPI on RI via PV.
Practical implications
Thus, managers may reinforce the PV of low price sensitivity and low CE. These customers learn about companies' prices compared with higher price-sensitive customers and higher CE that already PV.
Originality/value
The article discusses the implications of PV as a mediator, low price sensitivity and low CE as moderators for craft beer.
Highlights
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
The world's most widely consumed alcoholic beverage, following water and tea, the third-most-popular drink on earth is beer;
Managers should create strategies to reinforce the PV and consequently the RI by offering PPI and benefits (PV) for customers with low experience and low-price sensitivity about craft beer;
Low customer experience and low-price sensitive's customers are learning about companies' prices compared to higher price sensitive, and higher customer experience that already PV, PL, PF, and PEs and NEs;
Small producers craft beer that connotated the product's high quality and benefits; the higher may be the level of RI and consumption from customers.
Details
Keywords
Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-González
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known…
Abstract
Purpose
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.
Design/methodology/approach
Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).
Findings
Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.
Originality/value
This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.
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Cortney L. Norris, Marissa Orlowski and Scott Taylor, Jr.
As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging…
Abstract
Purpose
As a result of both shifting social concerns and stricter legislation, many companies are seeking innovative and sustainable solutions for both primary and secondary packaging. The craft beer industry has made the most notable advancements with a variety of alternatives to the traditional secondary packaging (e.g. plastic rings) used to link beer cans. Yet, despite the impact packaging has on consumer purchase behavior and the environment, secondary packaging has received far less attention in the literature. This study aims to understand consumer perceptions of craft beer secondary packaging on consumers’ willingness to buy via the underlying mechanisms of perceived packaging innovation and sustainability.
Design/methodology/approach
A single-factor between-subjects experiment with four conditions (secondary packaging format: Pak-Tech holder, Keel Clip holder, Glue-Pack holder, Biodegradable holder) was conducted with 354 participants to test the hypothesized serial mediation model.
Findings
The results demonstrate that none of the secondary packaging styles had a direct effect on willingness to buy, meaning that the package style alone does not influence a consumer’s purchase decisions. Critically, the results also revealed indirect effects; specifically, the Keel Clip and Glue-Pack six-pack can holders were perceived as more innovative than the Pak-Tech holder, which in turn positively influenced perceptions of packaging sustainability and subsequent willingness to buy.
Originality/value
The authors’ results extend the research on sustainable secondary packaging and aids craft breweries along with other beverage producers in making informed decisions as the push for sustainable packaging becomes more prominent.
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