The Indian Beer Dichotomy: an analysis of risk and benefit perception and its effect on consumer behavior

Gupta, Vikas and Sajnani, Manohar (2023) The Indian Beer Dichotomy: an analysis of risk and benefit perception and its effect on consumer behavior. International Journal of Wine Business Research, NA . NA. ISSN 1751-1062

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Abstract

Purpose- This research paper explores 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 behavioral intentions, including word-of-mouth recommendations and repurchase intentions.
Design/methodology/approach- The study employs a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region (NCR). Through exploratory
factor analysis and structural equation modelling (SEM), the research examines the risk (five) and benefit (three) 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- 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.

Item Type:	Journal Article
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor
Divisions:	School of Business and Management (SBM)
Depositing User:	Vikas Gupta
Date Deposited:	03 Jan 2024 23:32
Last Modified:	01 Feb 2024 02:34
URI:	https://repository.usp.ac.fj/id/eprint/14290

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