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The role of perception and attributes on non-alcoholic beer consumption in the Italian market: an in-depth analysis of the theoretical foundations and core concepts inside the NAB sector
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| 3.18 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Non-alcoholic beer (NAB) is becoming more and more popular in Italy. This study looks at
factors that influence consumer choices, with a focus on taste, packaging, and health claims.
Experienced buyers look for premium attributes, complexity in taste and authenticity, while
beginners prioritize affordability, transparency and emotional connection. Using conjoint
analysis and perceptual mapping, the study identifies ways that NAB brands may use to
improve their marketing and product offerings while engaging to a variety of customer
demographics and focusing on the growing demand for alcohol-free solutions.
Descrição
Palavras-chave
Non-alcoholic beer Italian market Consumer choice Health-conscious consumption Perceptual mapping Conjoint analysis Product segmentation Market strategy