The perceived value of beer brands

Abstract

This study adopts a laddering approach in order to identify how consumers differentiate between one beer brand and other through a perceived value dimension. Earlier studies relating to perceived value, shed light on factors that related to the actual brand, for instance organoleptic properties, packaging and labelling and price of the brand rather than what the brand means to consumer. By making use of Kelly’s Repertory Grid Technique, a purposive sample of ten beer consumers took part in this study. These individuals were subject to a repertory grid interview, where they elicited constructs that they deemed as important when associating value to a beer brand. After having conducted the interviews, data categorisation took place in order to avoid double counting and repetition of constructs. Thus, a list of 18 unique constructs was formed. Through quantitative and qualitative identification a set of 6 key dimensions, referred to as principal components were elicited (from the 18 constructs) by using the IdiogridTM software. These dimensions of perceived value are the key components on which consumers distinguish between beer brands. The most valued factor was the tangible characteristic. This factor related to the presentation, price and packaging a beer brand has. Organoleptic properties followed by constructs such as alcohol content, palate and body. Through the findings of this study, an alternative perspective to how beer consumers perceive value in a beer brand was presented. The findings that emerged from this study suggest that while the beer consumer does value organoleptic properties which earlier studies mentioned, the beer consumer tends to place more importance on the perceived marketing aspect of the brand. This is because while the taste of beer is crucial, the way the beer is presented and advertised within the market is also of great importance for the consumer. From an academic standpoint, this study provides a basis for future research, as this analysis sheds light on a particular dimension of how beer brands are viewed at a consumer level rather than on a business level. This study also contributes to the market as it identifies which areas within the industry require refining and attention to detail. Lastly, this study also contributes in a methodological way, since this is the first time a Repertory Grid exercise was conducted within the beer industry.