여성 소비자의 과일 향 맥주 구매요인과 시장 포지셔닝 분석

Measuring Women’s Preferences and Positioning Status for Fruit Flavored Beer Attributes

Commercial and regional brewers are increasingly introducing fruit flavoured beers to meet consumers’ preferences. This article uses data collected from online survey targeting a national sample of women aged 20~30s who have been recognized as the primary consumers to elicit preferences for multiple attributes related in fruit flavored beer. We use choice experiment questions and correspondence analysis methods to show that distinctive segments of the beer market. Utilizing willningess to pay estimates from the mixed logit model, we find that female beer buyers are willingness to pay more for imported fruit flavored beer and preferences for flavors and tastes are widely distributed among young women beer drinkers. We also find that fruit flavored beers have their own characteristics inherent in the minds of consumers. Overall, results highlight that consumer heterogeneity in the recent fruit flavored beer market growing and suggest brewers could attract consumers by differentiating their products.