What Drives the Choice of Craft a Beer? In Search of the Attributes Preferred by the Chilean Consumer

Abstract

The craft beer market in Chile is growing at a high rate within a fragmented and competitive industry. The pur- pose of the work was to determine, in a prospective way, the influence of certain attributes of craft beer on con- sumer purchasing preferences according to seven segmentation criteria (sex, age, occupation, income, frequency, mode of consumption and place of purchase). Through the use of the conjoint analysis, four attributes and twelve levels of study were evaluated (Alcoholic degree: low, medium, high; Origin: regional, national, imported; Type: blonde, amber, black; and Price: 1.5 USD, 2.0 USD, 3.5 USD), defined through documentary review and expert interviews. The results, obtained through a survey applied to 150 consumers in the Coquimbo Region, revealed that craft beer is associated with a collective, socializing and better tasting beverage than industrial manufacturing. The determining attributes of purchase are the type of beer and the alcoholic degree, the origin and price being the least relevant. Specifically, a light beer is preferred, with medium graduation (4.0-5.9°), regional origin and high price. The differences between segments revealed that the type of beer is more relevant for people who consume occasionally and that alcoholic graduation is essential for economically active people. The study provides relevant information for craft beer producers, in favor of their commercial development and positioning in the industry.