Demographics, Alcoholic Beverage Purchase Patterns, and Attitudes Driving Hard Cider Expenditures

IF 3.6 Q2 BUSINESS
Jackie Yenerall, K. Jensen, David W. Hughes, C. Trejo-Pech, K. DeLong
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引用次数: 3

Abstract

ABSTRACT Hard ciders have enjoyed a recent resurgence in popularity in the United States, yet little is known about drivers of hard cider expenditures. This study used data from a 2019 survey of Tennessee alcoholic beverage consumers and a hurdle model to investigate drivers of hard cider expenditures. About 63% of respondents had previously purchased hard cider, and purchasers averaged $70.14 in spending on hard cider annually. Consistent with anecdotal popular press reports, Millennial and Gen X generations were the most likely to purchase hard cider and had spent the most on hard cider. Furthermore, there was a significant complementarity relationship between frequent wine cooler and malt liquor beverage purchasing and hard cider expenditures. However, neither preferences for local foods in general nor for local ciders influenced levels of hard cider purchases or expenditures. Results are informative regarding the profile of hard cider consumers.
人口统计、酒精饮料购买模式和推动硬苹果支出的态度
烈性苹果酒最近在美国重新流行起来,但人们对烈性苹果酒消费的驱动因素知之甚少。这项研究使用了2019年对田纳西州酒精饮料消费者的调查数据和一个障碍模型来调查烈性苹果酒支出的驱动因素。大约63%的受访者以前购买过烈性苹果酒,购买者每年在烈性苹果酒上的平均支出为70.14美元。与坊间流行的新闻报道一致,千禧一代和X一代最有可能购买烈性苹果酒,并且在烈性苹果酒上花费最多。此外,频繁的葡萄酒冷却器和麦芽酒饮料的购买和硬苹果酒的支出之间存在显著的互补关系。然而,对当地食物的总体偏好和对当地苹果酒的偏好都不会影响硬苹果酒的购买或支出水平。结果是关于硬苹果酒消费者的资料。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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