Craft soda has become increasingly popular among consumers. Local manufacturers have opportunities to use a variety of strategies to differentiate their products from nationally recognized brands, including the use of real or natural ingredients, premium ingredients, and locally sourced ingredients, handmade and small batches, and creative taste. Loyal consumers of craft sodas often live within the proximity of the production location, and the manufacturers are normally small with a limited distribution area. From the local manufacturer's standpoint, it is important to segment the market based on the closeness to their distribution territory when studying the market demand, or at least to recognize if such locational preferences exist with a view toward identifying market expansion strategies. In this paper, we focus on the case for a Kentucky local craft soda producer, Ale‐8‐One. We examine the demand for craft and noncraft soft drinks using Nielsen scanner data to test whether consumer behavior is different in the core markets. The results show that, in this case, craft soda consumers are less price responsive and more brand loyal in the core market, compared with the outside market. [EconLit Citations: C55, D12, Q13].

中文翻译：

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手工苏打水营销中的消费者接近度和品牌忠诚度：以Ale-8One为例

工艺苏打在消费者中越来越受欢迎。当地制造商有机会使用各种策略将其产品与国家认可的品牌区分开，包括使用天然或天然成分，优质成分和本地采购的成分，手工和小批量以及创意口味。工艺苏打的忠实消费者通常居住在生产地点附近，制造商通常规模较小，分布区域有限。从本地制造商的角度来看，重要的是在研究市场需求时，根据与分销区域的紧密程度对市场进行细分，或者至少要识别是否存在这样的位置偏好，以便确定市场扩展策略。在本文中，我们专注于肯塔基州本地手工艺品生产商Ale-8‐One的案例。我们使用尼尔森（Nielsen）扫描仪数据来检验对工艺饮料和非工艺饮料的需求，以测试核心市场中消费者的行为是否有所不同。结果表明，与外部市场相比，在这种情况下，纯碱消费者对核心市场的价格反应较弱，对品牌的忠诚度更高。[EconLit引文：C55，D12，Q13]。