Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-Gonzalez
Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, the understanding of consumers’ flavour…
Abstract
Purpose
Much of the innovation in the beer sector has focussed on flavour, resulting in a proliferation of flavoured beers. In this paper, the understanding of consumers’ flavour preferences is a relevant question for the beer industry; however, little is known whether consumer involvement influences beer flavour preferences, and the purpose of the present study is directed to shed light on this area yet under-investigated.
Design/methodology/approach
The research was conducted in Spain, where a total amount of 565 beer consumers were classified based on their level of involvement with beer. Data were analysed by analysis of variance, Tukey test, principal component analysis and multidimensional scaling (MDS) to examine consumers’ preferences for different beer flavours using a consumer hedonic approach based on like and dislike evaluation.
Findings
The findings support the existence of a homogeneous pattern in beer-flavour preferences, regardless of consumer involvement, showing a greater liking for conventional flavours. Further, highly involved consumers show a higher preference for unconventional or flamboyant beer flavours, than low or medium involved consumers.
Originality/value
Derived from the findings it can be stated that consumers do not accept all kinds of flavours and that their level of product involvement affects their flavour preferences.
Details
Keywords
Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-González
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known…
Abstract
Purpose
Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.
Design/methodology/approach
Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).
Findings
Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.
Originality/value
This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.
Details
Keywords
Cristina Calvo-Porral, Javier Orosa-González and Nuria Viejo-Fernández
In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research…
Abstract
Purpose
In this context, the aim of the present research is to examine what factors determine that consumers restrain from shopping used products through the Internet. So, this research aims to analyze what makes consumers prevent from shopping second-hand products online.
Design/methodology/approach
For this purpose, the authors propose and empirically test a conceptual model of the barriers towards online second-hand shopping behavior. Drawing on a sample of 405 consumers data were analyzed through structural equation modeling (SEM).
Findings
The findings reveal that contamination effects and the lack of trust towards the online store, followed by the low perceived product reliability and the poor product perceived quality prevent consumers from shopping used products online. Conversely, consumer embarrassment for shopping second-hand products and the purchase uncertainty do not influence consumers' second-hand shopping behavior.
Originality/value
This study contributes to the marketing literature on second-hand shopping, being an attempt to explore the factors that prevent consumers from purchasing used products through the Internet.
Details
Keywords
Cristina Calvo-Porral, Javier Orosa-González and Felix Blazquez-Lozano
New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer…
Abstract
Purpose
New trends are emerging in the brewery sector; but to date beer consumer segmentations are scarce. In this context, the present study addresses the following questions: “Are beer consumers monolithic or are there different segments in the beer market?; and “What are the main characteristics of the beer consumer segments?”. The purpose of this paper is to examine the potential beer consumer segments and to profile them regarding their consumption behaviour.
Design/methodology/approach
Data from a sample of 592 consumers were analysed through hierarchical cluster analysis; and the validity of the cluster solutions was then examined through a MANOVA analysis.
Findings
A five-cluster solution emerged, revealing different beer consumption patterns and preferences. These segments are identified as “beer lovers”, “circumspect seniors”, “social drinkers”, “homelike women” and “beer to fuddle consumers”.
Originality/value
The findings suggest that beer consumers cannot be seen as a homogenous consumer group; and managers and brewers could manage beer as five different products, instead of considering beer as a single item.
Details
Keywords
Edgar Rojas-Rivas, Felipe Carlos Viesca-González, Héctor Javier Favila-Cisneros and Facundo Cuffia
Pulque is a fundamental piece in the Mexican gastronomy and identifying consumers’ perception could help promote it and generate new opportunities of commercialization. The…
Abstract
Purpose
Pulque is a fundamental piece in the Mexican gastronomy and identifying consumers’ perception could help promote it and generate new opportunities of commercialization. The purpose of this paper is twofold: first, to explore the underlying factors that influence consumers’ perception toward pulque, and second, to identify groups of consumers according to their perception.
Design/methodology/approach
A questionnaire was designed and applied to 220 consumers within points of sales. Exploratory factor analysis (EFA) was undertaken and hierarchical cluster analysis (HCA) was used to identify different groups of consumers.
Findings
By means of EFA three factors were obtained: traditionality, bad reputation of pulquerías and functional beverage. In order to identify different consumption patterns among consumers, HCA was performed and three groups were identified: traditional, neo-consumers and neo-consumers in transition. The groups identified showed significant differences in their perception.
Practical implications
Pulque has recently gained interest in various consumer sectors, mainly among young consumers, who are consuming and promoting the beverage these days. In this sense, the results of this work could be used for its promotion and consumption in order to attract more consumers and make a contribution to the development of local economies.
Originality/value
This is the first work in Mexico to explore the perception of consumers toward pulque: the most important traditional fermented beverage in Central México. Results of this research suggest the appearance of a revaluation process among young consumers, more informed and with greater sensitivity toward traditional Mexican food, particularly in the case of pulque. Likewise, these results could be useful for producers and sellers to carry out commercial strategies and promote the drink.
Details
Keywords
Javier Martínez-Falcó, Eduardo Sánchez-García, Bartolomé Marco-Lajara and Rosana Fuentes-Fernández
This research focuses firstly on the impact of Social Media Influencer Marketing (SMIM) on the Economic Performance (EP) of Spanish wineries, and secondly on the mediating effect…
Abstract
Purpose
This research focuses firstly on the impact of Social Media Influencer Marketing (SMIM) on the Economic Performance (EP) of Spanish wineries, and secondly on the mediating effect of Corporate Social Legitimacy (CSL) on this main relationship (SMIM-EP). Age, size and Protected Designation of Origin (PDO) membership are used to increase the precision of the cause-effect relationships examined.
Design/methodology/approach
The study proposes a conceptual model based on previous studies, which is tested using structural equations (PLS-SEM) with data collected from 196 Spanish wineries between September 2022 and January 2023.
Findings
The results reveal a positive and significant relationship between the development of SMIM and the EP of Spanish wineries, as well as the partial mediation of CSL in the SMIM-EP relationship.
Originality/value
The uniqueness of this study can be attributed to several factors. First, it enhances the understanding and knowledge of the benefits associated with SMIM development in the winemaking context. Second, no previous research has conducted an empirical study on the development of SMIM as a catalyst for EP in the context of Spanish wineries. Third, to the authors' knowledge, no previous study has examined the mediating role of CSL in the SMIM-EP relationship, thus representing an opportunity to advance scientific knowledge related to SMIM.