A Preference Study for No Alcohol Beer in Italy Using Quantitative Concept Analysis

S. Porretta¹ and G. Donadini^2,3
¹ SSICA—Stazione Sperimentale per l’Industria delle Conserve Alimentari, viale F. Tanara, 31/a, I43100 Parma, Italy.
² AIDASA, Istituto di Entomologia e Patologia Vegetale, Università Cattolica del Sacro Cuore, Via Emilia Parmense, 84, I29100 Piacenza, Italy.
³ Corresponding author. E-mail: gianluca.donadini0@aliceposta.it

J. Inst. Brew. 114(4), 315–321, 2008 | VIEW ARTICLE

ABSTRACT
The aim of this paper is to understand the consumer’s attitude towards alcohol free beers in Italy by using a quantitative concept analysis. The method uses conjoint analysis with consumers of Italian beer, living in different geographical areas. Results show that packaging (RI = 56.24%) is the main attribute considered, followed by price, flavour, claims and colour. As far as part-worths are concerned, glass and twist-off caps are the utilities that most increase the preference. They are followed by malty and fruity characters, a price of less than 0.80 Euros, a remarkable body and intended for young adults. In contrast, plastics, a price of over 1.25 Euros, organic raw materials and imports showed the greatest negative impact on preference. These findings can be used as a base for new product development and for media communication purposes.

Key words:
Conjoint analysis, consumer preference, no alcohol beer, quantitative concept analysis.