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Exploratory Study of Beer Consumer Preferences in Slovakia: Craft or Industrial Beer?

Author

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  • Savov Radovan

    (Slovak University of Agriculture in Nitra, Institute of Economics Policy and Finance, Faculty of Economics and Management; Trieda Andreja Hlinku 2, 949 76 Nitra, Slovakia.)

  • Śedik Peter

    (Slovak University of Agriculture in Nitra, Institute of Marketing, Trade and Social Studies, Faculty of Economics and Management; Trieda Andreja Hlinku 2, 949 76 Nitra, Slovakia.)

  • Predanocyova Kristína

    (Slovak University of Agriculture in Nitra, AgroBioTech Research Centre; Trieda Andreja Hlinku 2, 949 76 Nitra, Slovakia.)

  • Pocol Cristina Bianca

    (University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca, Faculty of Veterinary Medicine; Calea Mănăştur 3-5, Cluj-Napoca 400372, Romania.)

  • Březinova Monika

    (The Ambis University, Department of Marketing and Tourism; Lindnerova 575/1, 180 00 Praha 8, Czech Republic.)

Abstract

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.

Suggested Citation

  • Savov Radovan & Śedik Peter & Predanocyova Kristína & Pocol Cristina Bianca & Březinova Monika, 2025. "Exploratory Study of Beer Consumer Preferences in Slovakia: Craft or Industrial Beer?," Zagadnienia Ekonomiki Rolnej / Problems of Agricultural Economics, Sciendo, vol. 385(4), pages 66-91.
    • Handle: RePEc:vrs:zerpae:v:385:y:2025:i:4:p:66-91:n:1001
    DOI: 10.30858/zer/211832
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    References listed on IDEAS

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    1. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    2. M. Rauf Ahmad, 2017. "Testing homogeneity of several covariance matrices and multi-sample sphericity for high-dimensional data under non-normality," Communications in Statistics - Theory and Methods, Taylor & Francis Journals, vol. 46(8), pages 3738-3753, April.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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