Arşiv ve Dokümantasyon Merkezi
Dijital Arşivi

An exploratory study of beer consumersʹ preferences and consumption characteristics

Basit öğe kaydını göster

dc.contributor Graduate Program in Management.
dc.contributor.advisor Akküçük, Ulaş.
dc.contributor.author Selek, Muhammet Cumhur.
dc.date.accessioned 2023-03-16T12:13:20Z
dc.date.available 2023-03-16T12:13:20Z
dc.date.issued 2010.
dc.identifier.other AD 2010 S45
dc.identifier.uri http://digitalarchive.boun.edu.tr/handle/123456789/16691
dc.description.abstract The present study, tries to explain the preferences and consumption characteristics of beer consumers by utilizing a web‐administered questionnaire and multivariate data analysis techniques. The questionnaire was developed based on a literature review and administered to 119 people. Multivariate data analysis techniques have been applied by utilizing XLSAT 2010 software program. The data gathered have been used to identify the consumer segments with similar lifestyle attributes by carrying out a cluster analysis. Three distinct consumer segments have been identified and compared to both demographic and behavioral variables in order to observe the significant differences. The subject of how consumer segments differ based on the preference of beer brands has been also analyzed. The data gathered have been further examined to reveal the benefits sought by consumers when consuming their favorite beer brand by employing PERVAL (Perceived Value) Scale. Factor analysis suggested that the benefits sought by consumers can be explained by five dimensions; Functional Value in terms of Price/Value for Money, Functional Benefit in terms of Performance/Quality, Social Benefit, Positive Emotional Benefit, and Negative Emotional Benefit. The research also attempts to analyze how consumer segments vary regarding the benefits sought from beer brands and how brand preferences and benefits sought are correlated. The findings of the research reveal that the use of lifestyle segmentation to identify consumer segments is a sound and reliable method. Significant differences between segments in terms of demographic and behavioral variables, brand preferences and benefits sought have been observed. Finally, it has been shown that correlations between brand preferences and benefits sought exist.
dc.format.extent 30 cm.
dc.publisher Thesis (M.A.) - Bogazici University. Institute for Graduate Studies in Social Sciences, 2010.
dc.relation Includes appendices.
dc.relation Includes appendices.
dc.subject.lcsh Beer.
dc.subject.lcsh Beer -- Sensory evaluation.
dc.subject.lcsh Drinking of alcoholic beverages.
dc.subject.lcsh Brand choice.
dc.title An exploratory study of beer consumersʹ preferences and consumption characteristics
dc.format.pages ix, 89 leaves ;


Bu öğenin dosyaları

Bu öğe aşağıdaki koleksiyon(lar)da görünmektedir.

Basit öğe kaydını göster

Dijital Arşivde Ara


Göz at

Hesabım