Přehled o publikaci

Aim: The aim of the research is to identify a typology of beer consumers in Slovakia based on their attitudes and preferences for industrial and craft beer. Material and Methods: The study is based on primary data (n = 904 beer drinkers) obtained by conducting an online questionnaire survey between September 2022 and July 2023. Principal components analysis was applied to eight statements towards the consumption of industrial and craft beer. Afterwards, segmentation was performed using the k-means clustering method. Results: The results made it possible to identify three different segments of beer consumers, which were as follows: craft beer enthusiasts, conservative drinkers, and indifferent consumers. Clusters were characterized based on socio-demographic variables, beer preferences, consumption patterns, and purchasing behavior. Conclusions: The identified segments of beer consumers support the development of consumer-oriented strategies aligned with current market trends. The research findings offer practical value for managerial decision-making in brewing companies. They provide a deeper understanding of customer needs and preferences, which can then be effectively incorporated into strategic planning.