A Clustered-Based Segmentation of Beer Consumers: From “Beer Lovers” to “Beer to Fuddle”
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A Clustered-Based Segmentation of Beer Consumers: From “Beer Lovers” to “Beer to Fuddle”Data
2018Cita bibliográfica
Calvo-Porral, C., Orosa-González, J. and Blazquez-Lozano, F. (2018), "A clustered-based segmentation of beer consumers: from “beer lovers” to “beer to fuddle”", British Food Journal, Vol. 120 No. 6, pp. 1280-1294. https://doi.org/10.1108/BFJ-11-2017-0628
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https://doi.org/10.1108/BFJ-11-2017-0628
Resumo
[Abstract] Purpose: New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer consumers monolithic or are there different segments in the beer market?; and: “What are the main characteristics of the beer consumer segments?”. The purpose of this research is to examine the potential beer consumer segments and to profile them regarding their consumption behaviour. Methodology: Data from a sample of 592 consumers was analysed through hierarchical cluster analysis; and the validity of the cluster solutions was then examined through a Manova analysis. Findings: A five-cluster solution emerged, revealing different beer consumption patterns and preferences. These segments are identified as “beer lovers”, “circumspect seniors”, “social drinkers”, “homelike women” and “beer to fuddle consumers”. Value: Our findings suggest that beer consumers cannot be seen as a homogenous consumer group; and managers and brewers could manage beer as five different products, instead of considering beer as a single item.
Palabras chave
Consumer
Cluster analysis
Market segments
Beer
Brewery sector
Cluster analysis
Market segments
Beer
Brewery sector
Descrición
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/BFJ-11-2017-0628
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ISSN
0007-070X