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Consumer preferences for beer attributes in Germany: A conjoint and latent class approach

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  • Meyerding, Stephan G.H.
  • Bauchrowitz, Alexander
  • Lehberger, Mira

Abstract

Despite high marketing expenses by large breweries, the traditional German beer market has been declining for many years. The development may be related to reasons such as demographic change or increased health awareness. In a changing market, it is especially important to gain a precise knowledge of these variables. The aim of this study is to identify the attributes of beer that are crucial to the purchasing process and to segment the German market for beer. For this purpose, a conjoint analysis was carried out with a subsequent latent class analysis. As a result of the latent class analysis, three consumer segments were identified. In addition to achieving results from the conjoint analysis, the segments were characterized by sociodemographic status, beer-related questions, and results from a food-related lifestyle approach.

Suggested Citation

  • Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    • Handle: RePEc:eee:joreco:v:47:y:2019:i:c:p:229-240
    DOI: 10.1016/j.jretconser.2018.12.001
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