Abstract Although beer is widely consumed around the world and has the largest market share among alcoholic beverages, there is a paucity of studies on consumers’ preferences for beer compared to wine. In this study, consumers were asked to select the best and worst favorable beer from choice sets of a labeled choice experiment, in which choice options were labeled by brand names. Data collected from face-to-face interviews with Vietnamese beer-drinkers were used to estimate latent-class ranking logit models with alternative specific-effects, i.e. consumers’ preferences for beer attributes are allowed to vary between beer brands and across four segments. In general, consumers prefer international brands to local ones, possibly due to sales promotion effects, experience, brand image or reflecting the mental representation. Consumers’ favors for packaging format (canned vs. bottled beer) are subject to brands and are heterogeneous across segments. Surprisingly, alcohol percent has the least significant effects on the choice. The paper also discusses the implication of the findings for policy making and business strategy development.

中文翻译：

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包装形式、酒精度和品牌在消费者选择啤酒中的作用：一种最好的、最差的扩展多轮廓方法

摘要 虽然啤酒在世界范围内被广泛消费，并且在酒精饮料中占有最大的市场份额，但与葡萄酒相比，关于消费者对啤酒的偏好的研究却很少。在这项研究中，消费者被要求从标签选择实验的选择集中选择最好和最差的啤酒，其中选择选项用品牌名称标记。从与越南啤酒饮用者的面对面访谈中收集的数据用于估计具有替代特定效应的潜在等级对数模型，即允许消费者对啤酒属性的偏好因啤酒品牌和四个细分市场而异。总体而言，消费者对国际品牌的偏好多于本土品牌，这可能与促销效果、体验、品牌形象或反映心理表征有关。消费者对包装形式（罐装啤酒与瓶装啤酒）的偏好受品牌影响，并且在各个细分市场之间存在差异。令人惊讶的是，酒精百分比对选择的影响最小。本文还讨论了研究结果对政策制定和业务战略发展的影响。