How consumer involvement influences beer flavour preferences
International Journal of Wine Business Research
ISSN: 1751-1062
Article publication date: 27 April 2020
Issue publication date: 5 October 2020
Abstract
Purpose
Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, 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 purpose of the present study is directed to shed light on this area yet under-investigated.
Design/methodology/approach
The research was conducted in Spain, where a total amount of 565 beer consumers were classified based on their level of involvement with beer. Data were analysed by analysis of variance, Tukey test, principal component analysis and multidimensional scaling (MDS) to examine consumers’ preferences for different beer flavours using a consumer hedonic approach based on like and dislike evaluation.
Findings
The 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.
Originality/value
Derived from the 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
Citation
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
Publisher
:Emerald Publishing Limited
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