How Consumer Involvement Influences Beer Flavour Preferences
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How Consumer Involvement Influences Beer Flavour PreferencesDate
2020Citation
Calvo-Porral, C., Rivaroli, S. and Orosa-Gonzalez, J. (2020), "How consumer involvement influences beer flavour preferences", International Journal of Wine Business Research, Vol. 32 No. 4, pp. 537-554. https://doi.org/10.1108/IJWBR-10-2019-0054
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https://doi.org/10.1108/IJWBR-10-2019-0054
Abstract
[Abstract] Purpose: Much of the innovation in the beer sector has focused on flavour, resulting in a proliferation of flavoured beers. In this context, the understanding of consumers’ flavour preferences is a relevant question for the beer industry; however, little is known whether consumer involvement influences beer flavour preferences, and the present study is directed to shed light on this area yet under-investigated.
Methodology: Research was conducted in Spain, where a total amount of 565 beer consumers were classified based on their level of involvement with beer. The data were analysed by ANOVA, Tukey test, principal component analysis (PCA), and multidimensional scaling (MDS), to examine consumers’ preferences for different beer flavours using a consumer hedonic approach based on like and dislike evaluation.
Findings: Our findings support the existence of a homogeneous pattern in beer-flavour preferences, regardless of consumer involvement, showing a greater liking for conventional flavours. Further, highly involved consumers show a higher preference for unconventional or flamboyant beer flavours, than low or medium involved consumers.
Value: Derived from our findings it can be stated that consumers do not accept all kinds of flavours, and that their level of product involvement affects their flavour preferences.
Keywords
Consumer
Involvement
Flavour
Beer
Preferences
Involvement
Flavour
Beer
Preferences
Description
This version of the article has been accepted for publication, after peer review, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1108/IJWBR-10-2019-0054
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© 2020, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
ISSN
1751-1062