The role of experience of drinking beer for craft beer's popularity

Abstract

THE AIM OF THE STUDY

The aim of this study is to investigate the role of experience in product choice via the example of craft beers. Based on the relevant literature we have developed a research model that represents the factors influencing decisions about craft beers and shows the direct and indirect effects on the experiential consumption of this category.

METHODOLOGY

In frame of our primary research, a standard questionnaire survey has been applied to collect data about craft beer consumption and the related concepts. The answers of 275 respondents have been analysed with the help of structural equation modelling (SEM).

MOST IMPORTANT RESULTS

According to the results, a significant relationship between perceived quality and craft beer consumption cannot be revealed, meanwhile the experience has positive effect on the choice of the category. In addition, we could prove the positive influences of openness to novelty and special events organised around the craft beer category.

RECOMMENDATIONS

Based on our research we can conclude that experience by sensory organs, hedonic product characteristics and craft beer events proved to be the most important influencing factors of the choice of craft beer category, which should be focused by the marketing activity of the key players in the industry.