A Preference Study for No Alcohol Beer in Italy Using Quantitative Concept Analysis
Authors:
Open Access
- 1 January 2008
- journal article
- research article
- Published by Chartered Institute of Brewers and Distillers in Journal of the Institute of Brewing
- Vol. 114 (4) , 315-321
Abstract
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 0.80 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.Keywords
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