Via A. Diaz 20, I-21040 Caronno Varesino, Varese, Italy.
Experimental Station for the Food Preserving Industry, Department of Consumer Science, Viale Tanara 31/a, I-43121 Parma, Italy.
Food Res Int. 2017 Jan;91:183-198. doi: 10.1016/j.foodres.2016.11.043. Epub 2016 Nov 30.
To uncover patterns of consumer interest in craft beers, the authors explored the quality perception of craft beers in a panel of industrial mass-marketed beer drinkers (n=150) and examined the differences in interest for this beer segment between men and women. The authors adopted a conjoint rating experiment in which the respondents were given forty-nine beer profiles to evaluate and were asked to score the degree of interest in each profile on a 9-point scale. Each profile was described on eight attributes (type of brewery, brewing technology, characterizing raw materials, brewhouse equipment, location of the brewery, type of container, retail price, where to buy) varied at different levels. Results showed that Italian consumers placed greatest importance on type of container (30.49%) and on brewing technology (17.64%). Characterizing raw materials (13.44%) and type of brewery (12.64) rank 3 and 4 and were placed in the same band some way below brewing technology. Retail price (9.87%) and where to buy (8.73%) were of far less importance. The least importance of all was attached to brewhouse equipment (4.44%) and to location of the brewery (2.75%). As far as utility values are concerned, the factor level glass bottle+crown cap and the factor level microfiltration are the utilities that most increased the interest of consumers. They were followed by the factor level local grains, stainless steel keg and monastery. In contrast, the factor level PET Keg, aluminum can and large scale corporate brewery showed the greatest negative impact on interest. Men and women shared similar patterns of interest. However, men placed more importance than women on retail price, location of the brewery and where to buy. Women attached more importance than men on type of container, brewing technology and type of brewer. These findings are relevant to understanding consumers'behavior in the beer market and to translating consumer needs, wants and expectations into manufacturing designed to produce the best possible, cost-competitive, widely accepted product in a relatively short period.
为了揭示消费者对精酿啤酒兴趣的模式，作者在一组工业大众市场啤酒饮用者（n=150）中探索了对精酿啤酒的质量感知，并研究了男性和女性对这一啤酒细分市场的兴趣差异。作者采用了联合评分实验，让受访者评估 49 种啤酒产品，并要求他们在 9 分制上对每种产品的兴趣程度进行评分。每个产品都用 8 个属性（啤酒厂类型、酿造技术、原材料特点、酿造设备、啤酒厂位置、容器类型、零售价格、购买地点）进行描述，这些属性在不同水平上有所变化。结果表明，意大利消费者最看重容器类型（30.49%）和酿造技术（17.64%）。原材料特点（13.44%）和啤酒厂类型（12.64%）排名第三和第四，与酿造技术相差不远，处于同一水平。零售价格（9.87%）和购买地点（8.73%）则重要性较低。酿造设备（4.44%）和啤酒厂位置（2.75%）的重要性最低。就实用价值而言，玻璃瓶+皇冠盖和微滤的因子水平最能提高消费者的兴趣。其次是本地谷物、不锈钢桶和修道院。相比之下，PET 桶、铝罐和大型企业啤酒厂的因子水平对兴趣的负面影响最大。男性和女性的兴趣模式相似。然而，男性比女性更看重零售价格、啤酒厂位置和购买地点。女性比男性更看重容器类型、酿造技术和啤酒厂类型。这些发现对于理解消费者在啤酒市场的行为以及将消费者的需求、愿望和期望转化为旨在在相对较短的时间内生产出成本效益最高、最能被广泛接受的产品的制造设计具有重要意义。
