An Exploratory Study of Consumers Preference for Consumption of Beer - Bottled Beer versus Craft Beer with Reference to Pune City
Published: 2022
Author(s) Name: Mohini Rasal |
Author(s) Affiliation: Dr. D. Y. Patil Inst. of Mgt. and Research, Akurdi, Pune, Maharashtra, India.
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Abstract
Beer is defined as brewed and fermented alcoholic
beverage made from malted barley. Types of beers
like Ale, Lager, Draught and Craft are sold by the bars,
restaurants in the city. This paper aims to investigate
consumer’s preference towards bottled beer versus
craft beer. The analysis was carried out in Pune by administering
a structured questionnaire to 60 consumers,
as the city of Pune have 12 microbreweries and
is still in the growing phase. This study also features
promotional activities carried out by the microbreweries
to boost the sales of craft beers.
Keywords: Beer, Craft Beer, Choice, Microbrewery
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