Publication type: Conference other
Type of review: Peer review (abstract)
Title: Motivation for craft beer consumption : a means-end approach
Authors: Rellstab, Rolf
et. al: No
Conference details: 18th Annual International Conference on Marketing, Athens, Greece, 29 June - 2 July 2020
Issue Date: 2020
Language: English
Subject (DDC): 658.8: Marketing management
Abstract: In recent years, sales of craft beer have increased substantially. Despite the considerable growth, corresponding motives for consumption have not yet been researched more closely. This paper examines Swiss consumers’ motives and values underlying the consumption of craft beer. An empirical analysis was conducted based on the means-end chain approach. According to the means-end theory consumers link product attributes to consequences and to values. The perceived links between them determine the selection of attributes when making purchases. The data collection was based on a qualitative survey using the laddering method, which explicitly addresses the connections between concrete product attributes and higher order cognitive categories motivating behavior. The analysis of the laddering data showed that two predominant motives exist for the consumption of craft beer, both of which are individually oriented. First a desire for happiness by being cheerful and appreciating the good taste, and on the other a desire for an exciting life by being broad-minded and consuming something special. The results confirm the findings of other studies. Craft beer is not primarily consumed because of its functional benefits, but because of its meaning and identification with the product.
URI: https://digitalcollection.zhaw.ch/handle/11475/21481
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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