Consumer Preferences for Craft Beer by Means of Artificial Intelligence: Are Italian Producers Doing Well?

To identify the key drivers of consumption, we analyzed consumer preferences and estimated the willingness to pay for craft beer compared with industrial products in Italy. For this purpose, we conducted an ad hoc survey of 469 craft beer drinkers and set up an econometric strategy using a machine l...

Full description

Saved in:
Bibliographic Details
Published in:Beverages (Basel) 2023-03, Vol.9 (1), p.26
Main Authors: Pilone, Vittoria, Di Pasquale, Alessandro, Stasi, Antonio
Format: Article
Language:English
Subjects:
Alcoholic beverages
Analysis
Artificial intelligence
Beer
Breweries
Communication
consumer behavior
Consumer preferences
Consumers
Consumption
Forecasts and trends
Industrial products
Investigations
Italy
Machine learning
Market shares
Market strategy
Marketing
marketing strategies
Trends
willingness to pay
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:To identify the key drivers of consumption, we analyzed consumer preferences and estimated the willingness to pay for craft beer compared with industrial products in Italy. For this purpose, we conducted an ad hoc survey of 469 craft beer drinkers and set up an econometric strategy using a machine learning estimation technique. The main results show that young consumers, the ability to perceive and evaluate quality, and the frequency of consumption are the main profile elements that, more than others, orient preferences. In the meantime, sustaining local beer producers, sharing good time with friends, and the perception of beer as healthier compared with other drinks are also important. The most preferable product attributes are can packaging and the search for unique taste.
ISSN:2306-5710
2306-5710
DOI:10.3390/beverages9010026