Journal
JOURNAL OF THE INSTITUTE OF BREWING
Volume 114, Issue 4, Pages 315-321Publisher
INST BREWING
DOI: 10.1002/j.2050-0416.2008.tb00775.x
Keywords
Conjoint analysis; consumer preference; no alcohol beer; quantitative concept analysis
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- Teresa Franceschini
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The aim of this paper is to understand the consumer's attitude towards alcohol free beers in Italy by using a quantitative concept analysis. The method uses conjoint analysis with consumers of Italian beer, living in different geographical areas. Results show that packaging (RI = 56.24%) is the main attribute considered, followed by price, flavour, claims and colour. As far as part-worths are concerned, glass and twist-off caps are the utilities that most increase the preference. They are followed by malty and fruity characters, a price of less than 0.90 Euros, a remarkable body and intended for Young adults. In contrast, plastics, a price of over 1.25 Euros, organic raw materials and imports showed the greatest negative impact on preference. These findings can be used as a base for new product development and for media communication purposes.
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