Please use this identifier to cite or link to this item: http://arl.liuc.it/dspace/handle/2468/1588
Title: Probably not the best lager in the world: effect of brands on consumers’ preferences in a beer tasting experiment
Authors: Galizzi, Matteo Maria
Garavaglia, Christian
Issue Date: 2012
Publisher: Università Carlo Cattaneo - LIUC
Bibliographic citation: Galizzi Matteo Maria, Garavaglia Christian (2012), Probably not the best lager in the world: effect of brands on consumers' preferences in a beer tasting experiment. (Liuc papers, 254). Castellanza: Università Carlo Cattaneo - LIUC. ISSN 1722-4667.
Abstract: We investigate the role and impact of exposure to brands in consumers’ evaluations of lager beers, and explore its relation with exposure to intrinsic information. The first objective is to study the ability of young consumers to identify their preferred beer. The second is to explore the role played by brands, under two distinct perspectives: i) whether the effect of exposure to brands is either generalized or specific to preferred beers; ii) the ability of brands to induce perception of sensory characteristics. We propose a two-stage beer tasting experiment, exploiting information both on within-subject differences across different stages, and between-subjects differences across treatments. In each stage, participants’ evaluations for three beers was elicited using an incentive-compatible mechanism. The first stage was a blind tasting, while in the second stage beers were presented together with the bottles. Our main results are the following. Consumers seem unable to identify their preferred lager beer in a blind taste. Brands affect consumers’ evaluations: after brands are revealed, average evaluations change. Although they are stronger on most preferred brands, brand effects are generalized. Finally, extrinsic information on brands also affects and induces the description of sensorial perceptions of intrinsic characteristics of beers.
In questo lavoro studiamo l’impatto delle caratteristiche intrinseche ed estrinseche sulle valutazioni dei consumatori. In particolare, l’analisi si focalizza sul prodotto birra, grazie a sessioni organizzate di economia sperimentale, in cui in un primo stadio le birre sono degustate alla cieca, mentre in un secondo stadio i consumatori sono informati sul brand in degustazione. In primo luogo, si intende valutare le capacità dei consumatori di "riconoscere" il proprio marchio di birra preferito. In secondo luogo, studiamo se l’ "effetto marchio" è generalizzato oppure esclusivo per il brand preferito. I risultati principali sono i seguenti: i consumatori non sembrano in grado di identificare la loro birra preferita in una degustazione alla cieca; le informazioni sul brand influenzano le valutazioni dei consumatori della birra degustata, determinandone una differente valutazione una volta che il brand è rivelato; l’ "effetto marchio" è generalizzato, e risulta più forte in riferimento al brand preferito.
URI: http://arl.liuc.it/dspace/handle/2468/1588
ISSN: 1722-4667
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