The Role of Beer Measure Platforms in Consumer Beer Evaluation

Purpose - This research aims to directly test the relationship between consumers’ overall beer evaluations and the measures they use to generate them. Design/methodology/approach - The data was obtained from a public data website. Over 500,000 data points were used for the analysis. A one-way analysis of variance (ANOVA) was conducted to examine the relationship between overall beer evaluation and beer type. After then a multiple regression analysis was conducted to examine how well major beer evaluation measures predicted beer consumers’ overall ratings. Findings - Findings showed that a relationship does exist between beer measures and overall evaluations. Research implications or Originality - This research lends further empirical support to the composite beer evaluation model and its sub-measure facets, confirming the five-measure model as a useful tool for investigating consumer behavior in the beer market. Consequently, the findings provide a foundation for marketing researchers to develop additional theories of consumer behavior within the beer market.