Forecasting the Mexican craft beer market: an integrated consumer perception conjoint analysis approach incorporating price and product attributes

Ismael Castillo-Ortiz, Minwoo Lee, Scott Taylor, Diego Bufquin
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Abstract

Purpose

This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.

Design/methodology/approach

This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.

Findings

This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.

Research limitations/implications

The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.

Practical implications

This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.

Social implications

This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.

Originality/value

This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.

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墨西哥精酿啤酒市场预测:结合价格和产品属性的综合消费者认知联合分析法
目的本文旨在揭示墨西哥精酿啤酒消费者的消费模式,并指导公司在创造新产品、营销策略、广告和促销方面的决策,以提高精酿啤酒的销量并促进更快的增长。设计/方法/途径这是一项联合分析,通过基于品牌选择的设计和市场模拟,选择新产品或更新产品的属性、对特定特征的边际支付意愿。研究结果本文清晰地展示了墨西哥消费者的偏好和支付意愿,采用了最先进的市场调研技术,将消费者偏好的精酿啤酒特征的优先级与消费者愿意为此类产品特征支付的价格相结合。为提高研究结果的有效性和可靠性,今后的研究应着眼于获得更多的样本,并将其结果与本研究的结果进行比较。社会影响本研究的市场预测模拟技术基于对消费者行为和市场动态的假设。虽然考虑到了相关变量,但不可预见的外部因素或市场变化可能会影响预测的准确性。这将有助于更全面地了解不同市场的精酿啤酒消费者偏好,并提高预测技术的可靠性。
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来源期刊
CiteScore
4.90
自引率
11.10%
发文量
23
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