Exploratory Study of Beer Consumer Preferences in Slovakia: Craft or Industrial Beer?

Radovan Savov; Peter Śedik; Kristína Predanocyova; Cristina Bianca Pocol; Monika Březinova

doi:10.30858/zer/211832

Figures & Tables

Three cluster solutions from k-means clustering
Source: authors’ own elaboration. — Three cluster solutions from k-means clustering Source: authors’ own elaboration.

Results of multiple correspondence analysis
Note: AWCB — craft beer awareness; DRCB — craft beer consumption; FAVBREW — preference for particular brewery; SPECPLACE — preference for special place; REGBEER — preference for regional beer
Source: authors’ own elaboration. — Results of multiple correspondence analysis Note: AWCB — craft beer awareness; DRCB — craft beer consumption; FAVBREW — preference for particular brewery; SPECPLACE — preference for special place; REGBEER — preference for regional beer Source: authors’ own elaboration.

Socio-demographic profile

Gender
Female	38.81
Male	61.19
Age
18–25 years	24.40
26–40 years	47.28
⩾ 41 years	28.33
Education (%)
Primary	1.98
Secondary	52.59
University	45.42
Place of residence (%)
Rural	40.79
City ⩽ 20 thousand inhabitants	12.02
City > 20 thousand inhabitants	47.19
Gross individual incomeBrutto
< 600	24.31
600—900	20.55
901—1200	18.78
1201—1500	13.50
> 1500	22.76
Marital status (%)
Married	26.02
Divorced	3.97
Single	70.01
Economic status (%)
Employed	71.90
Self-employed	18.03
Unemployed	10.07

Operationalization of variables

Specification		Variables	Operationalization	Measurement
Socio-demographic characteristics		Age	What is your age?	1: 18–25 years; 2: 26–40 years; 3: ⩾ 41 years
		Gender	What is your gender?	0: woman; 1: man
		Level of education	What is your level of education?	1: primary education; 2 secondary education; 3: higher education
		Monthly income	What is your monthly gross income (EUR)?	1: < 600; 2: 600–900; 3: 901–1200; 4: 1201–1500; 5: >1500
		Residence	Where do you live?	1: rural area; 2: city ⩽ 20 thousand inhabitants; 3: city > 20 thousand inhabitants
		Marital status	What is your marital status?	1: single; 2: married; 3: divorced
		Employment status	What is your employment status?	1: employed; 2: self-employed; 3: unemployed
Attitudes towards industrial and craft beers	Beer type	Domestic industrial beer / Foreign industrial beer / Domestic craft beer / Foreign craft beer	I like to drink (beer type).	Likert scale (1–5): totally disagree; 3 – neutral attitude; 5 – totally agree
	Beer type		I often (regularly) purchase (beer type).
	Beer style	Lager / Dark beer / IPA / APA / Porter / Stout / Wheat beer / Specials / Flavored beer	I like to drink (beer style).	Likert scale (1–5): 1 – totally disagree; 3 – neutral attitude; 5 – totally agree
	Beer style		I often (regularly) purchase (beer style).
Consumption and purchasing patterns		Alcohol preference	What do you prefer to drink?	1: beer; 2: wine; 3: spirits
		Alcohol consumption frequency	How often do you drink alcohol?	1: once a month; 2: once a week; 3: more frequently
		Beer consumption per week	How many beers do you usually drink per week?	1: up to one beer; 2–3 beers; 4–5 beers; > 5 beers
		Place of beer consumption	Where do you usually drink beer?	1: pub; 2: home; 3: family and friends; 4: restaurant; 5: other
		Place of beer purchase	Where do you usually purchase beer?	1: beer shop; 2: pub; 3: supermarket; 4: nearest shop; 5: other
		Decisive factor at purchase	What is the most important factor when purchasing beer?	1: brand; 2: price; 3: taste

Attitude statement towards industrial and craft beers

Attitudes	Mean of ranks	Groups
I like to drink domestic craft beer from small breweries.	5.56	A
I like to drink foreign craft beer from small breweries.	4.96	B
I like to drink domestic industrial beer from large breweries.	4.61	C
I often purchase domestic craft beer from small breweries.	4.60	C
I like to drink foreign industrial beer from large breweries.	4.35	C, D
I often purchase domestic industrial beer from large breweries.	4.20	D, E
I often purchase foreign craft beer from small breweries.	3.90	E, F
I often purchase foreign industrial beer from large breweries.	3.82	F

Principal components analysis of agreement scores on attitudes towards industrial and craft beers

Attitudes towards industrial and craft beer	Components
	1	2
I like to drink foreign craft beer from small breweries.	.898
I often purchase domestic craft beer from small breweries.	.891
I like to drink domestic craft beer from small breweries.	.891
I often purchase foreign craft beer from small breweries	.871
I like to drink domestic industrial beer from large breweries.		.839
I like to drink foreign industrial beer from large breweries.		.833
I often purchase domestic industrial beer from large breweries		.800
I often purchase foreign industrial beer from large breweries.		.757

Demographic profile of created consumer segments

	Specification	Craft beer enthusiasts (%)	Conservative drinkers (%)	Indifferent consumers (%)
Gender* (%)	female	24.24	35.31	56.46
Gender* (%)	male	75.76	64.69	43.54
Age* (%)	18–25 years	23.38	44.94	54.98
	26–40 years	60.61	40.49	25.46
	⩾ 41 years	16.02	14.57	19.56
Education* (%)	primary	1.30	1.23	3.69
	secondary	39.39	54.32	61.25
	higher	59.31	44.44	35.06
Gross individual income* (%)	less than EUR 600	3.03	9.04	13.54
	EUR 600–900	9.61	14.30	19.35
	EUR 901–1200	20.86	16.80	22.32
	EUR 1201–1500	19.72	20.67	14.29
	more than EUR 1500	46.78	39.19	30.51
Place of residence* (%)	rural	20.78	44.69	52.03
	city ⩾ 20 thousand inhabitants	13.42	11.36	11.81
	city > 20 thousand inhabitants	65.80	43.95	36.16
Marital status* (%)	married	36.36	22.22	22.88
	divorced	3.03	4.69	3.69
	single	60.61	73.09	73.43
Economic status* (%)	employed	71.86	70.15	74.54
	self-employed	24.24	17.91	12.92
	unemployed	3.90	11.94	12.55

Consumer consumption and preferences for different types of beer

Consumption and preferences	Beer type	Craft beer enthusiasts	Conservative drinkers	Indifferent consumers
I like to drink beer types.	Lager*	3.53^a	4.15^b	2.85^c
	Dark*	2.64^a	2.71^a	2.07^b
	IPA, APA*	4.35^a	3.14^b	1.96^c
	Porter, Stout*	3.26^a	2.59^b	1.72^c
	Weiz*	3.10^a	2.76^b	1.83^c
	Beer Specials*	4.38^a	3.45^b	2.13^c
	Flavored beer*	3.06^a	2.98^a	2.60^b
I often drink beer types.	Lager*	3.37^a	4.09^b	2.69^c
	Dark*	2.32^a	2.65^b	1.92^c
	IPA, APA*	4.23^a	2.90^b	1.74^c
	Porter, Stout*	2.96^a	2.39^b	1.65^c
	Weiz*	2.76^a	2.58^a	1.74^b
	Beer Specials*	4.15^a	3.21^b	1.98^c
	Flavored beer*	2.87^a	2.85^a	2.45^b

Consumption and purchasing patterns

	Specification	Craft beer enthusiasts (%)	Conservative drinkers (%)	Indifferent consumer (%)
Alcohol preference* (%)	beer	72.26	43.59	21.00
	wine	16.79	29.95	41.20
	spirits	10.95	26.46	37.80
Alcohol consumption frequency* (%)	once a month	8.23	26.67	46.86
	once a week	31.60	40.99	35.42
	more frequently	60.17	32.35	17.71
Beer consumption per week* (%)	up to 1 beer	3.72	15.01	39.08
	2–3 beers	15.48	22.96	17.09
	4–5 beers	21.88	23.55	17.72
	> 5 beers	58.93	38.48	26.11
Place of beer consumption* (%)	pub	53.25	55.56	45.76
	home	37.66	31.60	31.37
	family and friends	4.33	10.37	10.33
	restaurant	1.73	1.98	4.06
	other	3.03	0.49	8.49
Place of beer purchase* (%)	beer shop	51.95	8.42	3.35
	pub	28.57	39.85	35.69
	supermarket	10.82	35.64	39.41
	nearest shop	5.19	15.35	21.19
	other	3.46	0.74	0.37
Decisive factor at purchase* (%)	brand	5.73	11.00	19.33
	price	1.76	7.00	11.52
	taste	92.51	82.00	69.14

Exploratory Study of Beer Consumer Preferences in Slovakia: Craft or Industrial Beer?

Figures & Tables

Figure 1.

Figure 2.

Socio-demographic profile

Operationalization of variables

Attitude statement towards industrial and craft beers

Principal components analysis of agreement scores on attitudes towards industrial and craft beers

Demographic profile of created consumer segments

Consumer consumption and preferences for different types of beer

Consumption and purchasing patterns

Paradigm

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