Author:
Gupta Vikas,Sajnani Manohar
Abstract
Purpose
This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions.
Design/methodology/approach
The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically.
Findings
The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer.
Originality/value
To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.
Subject
General Earth and Planetary Sciences,General Environmental Science
Reference106 articles.
1. From intentions to actions: a theory of planned behaviour,1985
2. Innovative beer-brewing of typical, old and healthy wheat varieties to boost their spreading;Journal of Cleaner Production,2018
3. Microbreweries, brew-pubs and beer firms in the Sicilian craft beer industry;International Journal of Wine Business Research,2020
4. Opportunities and challenges in the development of micro-brewing and beer tourism: a preliminary study from Alabama;Tourism Planning and Development,2011
5. The potential for craft brewing tourism development in the United States: a stakeholder view;Tourism Recreation Research,2017