Females' attitude and preference for beer: a conjoint analysis study

Abstract

Summary In order to sustain the fast‐expanding beer industry, companies need to attract new female consumers. The main objective of this study was to identify the extrinsic and intrinsic attributes that drive female consumers' purchase of beer. A literature review and focus group (n = 6) were conducted, and six attributes were identified as purchase drivers of beer. These attributes included flavour, appearance (colour), packaging, brand, production methods and beer style. These attributes were used to design a choice‐based conjoint analysis survey. The survey was administered to 277 females (aged 35.09 ± 15.2) residing in Nova Scotia (Canada). The results indicated that sweetness has a positive effect on liking. Bitterness has a strong negative effect on liking of beer. Black colour, stouts and macro‐brewed beers also had negative effects on liking of beer products. The consumer clusters showed that generally all of the consumer groups liked sweet beers with low bitterness.

Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling

“…For all measurements, consumers were forced to choose only one option among those displayed. The second section of the questionnaire explored consumers' preferences for 13 craft beer attributes drawn from the literature (Aquilani et al 2015;Donadini and Porretta 2017;Muggah and McSweeney 2017) addressing the Best-Worst Scaling (BWS) experiment. Socio-demographics characteristics of respondents such as gender, age, household size, education level, occupation, and annual family income were then collected in the end section of the questionnaire.…”

“…Over the last decades, the European beer sector has been shaken up by the rising interest of consumers towards beers produced on small scale and slower fermentation process, namely craft beers (Carvalho et al 2018). The creators of this astonishing renaissance, that positively affect the whole beer sector 1 , are mainly the microbreweries 2 (approximately 7900 in Europe, in 2017) (The brewers of Europe 2018) that were able to rethink the product and the sector focusing on high quality, variety, and uniqueness (Calvo-Porral et al 2017;Muggah and McSweeney 2017). Further, they were sensitive to the dynamic consumers' expectations and consumption habits which have generated new business opportunities promptly seized by breweries.…”

“…Accordingly, they seek pricier beers able to express the typicality and authenticity of the territory of production (Donadini et al 2016;Aquilani et al 2015) and arouse "pleasure, enjoyment, identity and recognition" (Donadini and Porretta 2017, page 183). In a market dominated by industrial mass market producers, microbreweries rely on these perceptions to differentiate their offer and drive the premiumization of the product (Muggah and McSweeney 2017).…”

Fruit Low-Alcoholic Beverages with High Contents of Iridoids and Phenolics from Apple and Cornelian cherry (Cornus mas L.) Fermented with Saccharomyces bayanus

“…Latest research indicates the global alcohol consumption to decline in recent years. However, this decrease has been found to result from the fact that more aware consumers search for novel, special, and valuable products characterized by interesting and diversifi ed fl avors [Podstawski et al, 2017;Muggah & McSweeney, 2017]. For this reason, products that have exceptional sensory attributes and also valuable composition seem to respond to these needs.…”

Comparing Friedman versus Mack–Skillings data analyses on duplicated rank data: a case of visual color intensity

“…Color influences consumer perceptions of flavor, liking, emotions, and overall perception and purchase intent . Chambers and Wolf suggested that ranking tests on visual evaluations might be less prone to fatigue than taste and aroma tests, possibly favoring a joint ranking (1SS) session.…”