Purpose

This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions.

Design/methodology/approach

The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically.

Findings

The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer.

Originality/value

To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.

中文翻译：

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印度啤酒二分法：风险和收益认知及其对消费者行为影响的分析

目的

本文旨在探讨影响印度啤酒消费者购买和消费决策的风险和收益认知。它深入研究了消费者消费模式和对啤酒态度背后的驱动因素，进而影响他们的行为意图，包括口碑推荐和回购意图。

设计/方法论/途径

该研究使用结构化问卷收集了德里和国家首都地区 306 名啤酒顾客的数据。通过探索性因素分析和结构方程建模，该研究使用由 29 个结构组成的因素模型检验了与啤酒消费相关的风险 (5) 和收益 (3) 因素。概念框架说明了变量之间的相互关系，随后通过经验进行验证。

发现

研究结果表明，顾客对啤酒的态度受到他们对风险和收益的看法的影响。具体而言，健康和社会心理风险被认为是对顾客态度影响最显着和最具负面影响的因素。因子分析表明，顾客对啤酒的态度受到他们对啤酒价值、感官吸引力和便利性等好处的感知的积极影响。此外，该研究强调，利益感知的增加或风险感知的降低会导致顾客对啤酒的态度发生有利的转变。

原创性/价值

据作者所知，这项研究将是第一个通过评估消费者风险和利益认知来调查啤酒消费者的消费模式和购买决策如何受到影响的研究。这项研究还将帮助利益相关者更好地定制啤酒产品，以满足客户的愿望和要求。