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Article
Publication date: 13 October 2023

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.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 July 2022

Felipe Furtini Haddad, Ana Paula Lima Ribeiro, Kelly Carvalho Vieira, Rafaela Corrêa Pereira and João de Deus Souza Carneiro

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding…

Abstract

Purpose

This study aimed to identify, with producers of specialty beers (SBs), producers' perceptions regarding the consumers, besides analyzing the consumer's behavior of SBs regarding consumers' preferences, perceptions and determining buying factors.

Design/methodology/approach

In the qualitative analysis, interviews were performed with 14 professionals from the SB industry. In the quantitative study, 301 consumers of SB answered a questionnaire about preferences, perception and determining buying factors of special beer. Techniques such as content analysis, frequency analysis, cross-tabulation and hierarchical cluster analysis were used in this study.

Findings

The study demonstrated an important convergence in the perceptions of producers about consumers and the real behavior of SB consumers, mainly on factors of beer packaging, label, style and price. Those respondents consuming just SB were characterized by having higher income, frequency and time of beer consumption and willingness to pay more for the product. Cluster analysis allowed to segment respondents into three groups: (1) beginners in the universe of SBs who also drink commercial beers; (2) regular consumers willing to pay more for SB and (3) legitimate consumers of SB averse to commercial beer.

Practical implications

There are practical implications in this study such as new products development and assertive creation of labels and packaging for special beers.

Social implications

There are social implications in this study such as the convergence between industry professionals and consumers.

Originality/value

By addressing professionals and consumers, this study generated scientific information and knowledge to assist the specialty brewing industry in developing new products and defining marketing strategies as well as creating actions for bringing producers and consumers closer together to benefit both parties.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

Keywords

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