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A Preference Study for No Alcohol Beer in Italy Using Quantitative Concept Analysis
Author(s) -
Porretta S.,
Donadini G.
Publication year - 2008
Publication title -
journal of the institute of brewing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.523
H-Index - 51
eISSN - 2050-0416
pISSN - 0046-9750
DOI - 10.1002/j.2050-0416.2008.tb00775.x
Subject(s) - euros , conjoint analysis , preference , raw material , flavour , product (mathematics) , advertising , economics , business , marketing , food science , mathematics , microeconomics , chemistry , humanities , geometry , organic chemistry , philosophy
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.