Perceptions, attitudes, and motivational factors for consumers and nonconsumers of traditional and craft beers

Abstract

AbstractBeer is the most consumed alcoholic beverage in the world, and craft‐style beers have presented interesting marketing prospects in the segment. This study intends to establish a consumer profile and their relationship with craft beer compared with traditional versions, as well as understand nonconsumers in order to design more assertive market strategies. The data were obtained using an online questionnaire with 195 participants. Women were about 56.90% less likely to consume craft beer. Craft beer consumers show a preference for bitter, exotic beers, with a strong and full‐bodied flavor, and seek high quality and authenticity. On the other hand, traditional beer consumers seek well‐known and easy‐drinking beers, considering product availability and price. The high price and the stronger flavor are the main reasons for not consuming craft beer. Nonconsumers of beer report the taste as a barrier to consumption. The conceptual and affective associations to the beers are positive, except for the group of nonconsumers.Practical ApplicationsThe brewing segment, shows constant evolution, seeking innovation to better meet the variability existing among beer consumers. One of the outstanding niches is the craft segment, with a complex relationship between consumers and beer. The results of this study provide a view of beer consumption habits and consumer craft and traditional, and answers about nonconsumers. The results show how gender interferes with consumer attitudes and offers insights into opportunities to expand the segment. The consumer seeks positive experiences, whether sensory or not, however, the consumption may not be repeated if these experiences are negative, as in the case of nonconsumers. Given the results, industrial enterprises in the beer production chain can create more personalized strategies to reach target audiences that are not being contemplated. Other segments favored are tourist enterprises, especially those that envision gastronomic tourism, as beer is associated with the consumption of other products and social interaction.