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Consumer Preferences for Local and C...

Hart, Jarrett Donald.

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Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns./
Author:	Hart, Jarrett Donald.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
Description:	217 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-02, Section: A.
Contained By:	Dissertations Abstracts International81-02A.
Subject:	Agricultural economics. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13808407
ISBN:	9781085599184

Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns.
Hart, Jarrett Donald.

Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 217 p.

Source: Dissertations Abstracts International, Volume: 81-02, Section: A.

Thesis (Ph.D.)--University of California, Davis, 2019.

This item must not be sold to any third party vendors.

The U.S. beer industry has shifted dramatically over the past two decades from a highly concentrated and homogeneous industry to one with two distinct segments-craft and macro-and little substitutability between the two. The craft segment is composed of thousands of small, heterogeneous producers, supplying numerous differentiated products primarily focused on local markets, and the macro segment is composed of a few, less diverse producers, primarily focused on the national market. Furthermore, the craft segment has realized consistent growth whereas large breweries have seen a steady decline in sales since the early 2000s. Macro-breweries have responded by acquiring smaller breweries to capture a share of the craft market.This changing market structure evokes the question: how much do consumers prefer locally produced craft beer? And how do acquisitions affect preferences for local craft beer? In the first essay of this dissertation, I use large, newly developed datasets, based on beer reviews and observations of weekly sales, to explore the market for craft beer in America and address this question. Analysis of ratings data provides clear evidence of preferences for local and independently owned craft beer among avid craft beer drinkers. Examination of sales data extends these results to the general U.S. population, also showing that consumer demand is less price elastic for local beer than nonlocal beer. In econometric analysis, "natural experiments" created by mergers and acquisitions act as exogenous shifts in localness, and they are found to cause reductions in ratings but mixed changes in demand. Finally, ratings and sales are combined to infer an implicit value for local preferences.In the second essay of this dissertation, I implement an experimental approach to measure consumers' willingness-to-pay (WTP) for locally produced and independently owned beer. During the months of January and February 2018, customers at a local beer bar were asked to participate in an experiment in which they compare their initial beer selection with ten other beer offerings from the bar, selected at random; they were given some information about location and ownership of the breweries for these selections, details varying among participants. To conclude the experiment, participants were tested for their knowledge of acquisitions. The result is a dataset consisting of consumer demographics and their WTP that is independent of supply side effects. Regression analysis clearly indicates that consumers prefer locally owned and independently produced beer, and how much they are willing to pay for those attributes.Global consumption patterns for beer, wine, and other alcoholic beverages are evolving, with some convergence in per capita consumption among nations as traditionally beer-drinking nations increase their consumption of wine and, conversely, wine-consuming nations shift towards beer. The third essay of this dissertation explores regional patterns of alcoholic beverage consumption within the United States. One purpose is to see if similar patterns of convergence in consumption patterns can be observed at a finer (sub-national) spatial scale as have been documented in international comparisons. A more fundamental purpose is to explore the converse question and seek to better understand the persistent differences in alcoholic beverage consumption among groups, whether within or among countries. These issues are addressed using annual U.S. national and state-level data over four decades and, for the more recent period, supermarket scanner data at finer scales of geopolitical aggregation. I find that changes in alcohol consumption patterns are not only attributable to demographic factors, but also changing product spaces-namely the emergence of craft beer.

ISBN: 9781085599184Subjects--Topical Terms:

3172150
Agricultural economics.
Subjects--Index Terms:

Acquisitions

Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns.
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245 1 0 $a Consumer Preferences for Local and Craft Beer, Responses to Craft Brewery Acquisitions, and U.S. Alcohol Consumption Patterns.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 217 p.
500 $a Source: Dissertations Abstracts International, Volume: 81-02, Section: A.
500 $a Advisor: Alston, Julian M.
502 $a Thesis (Ph.D.)--University of California, Davis, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a The U.S. beer industry has shifted dramatically over the past two decades from a highly concentrated and homogeneous industry to one with two distinct segments-craft and macro-and little substitutability between the two. The craft segment is composed of thousands of small, heterogeneous producers, supplying numerous differentiated products primarily focused on local markets, and the macro segment is composed of a few, less diverse producers, primarily focused on the national market. Furthermore, the craft segment has realized consistent growth whereas large breweries have seen a steady decline in sales since the early 2000s. Macro-breweries have responded by acquiring smaller breweries to capture a share of the craft market.This changing market structure evokes the question: how much do consumers prefer locally produced craft beer? And how do acquisitions affect preferences for local craft beer? In the first essay of this dissertation, I use large, newly developed datasets, based on beer reviews and observations of weekly sales, to explore the market for craft beer in America and address this question. Analysis of ratings data provides clear evidence of preferences for local and independently owned craft beer among avid craft beer drinkers. Examination of sales data extends these results to the general U.S. population, also showing that consumer demand is less price elastic for local beer than nonlocal beer. In econometric analysis, "natural experiments" created by mergers and acquisitions act as exogenous shifts in localness, and they are found to cause reductions in ratings but mixed changes in demand. Finally, ratings and sales are combined to infer an implicit value for local preferences.In the second essay of this dissertation, I implement an experimental approach to measure consumers' willingness-to-pay (WTP) for locally produced and independently owned beer. During the months of January and February 2018, customers at a local beer bar were asked to participate in an experiment in which they compare their initial beer selection with ten other beer offerings from the bar, selected at random; they were given some information about location and ownership of the breweries for these selections, details varying among participants. To conclude the experiment, participants were tested for their knowledge of acquisitions. The result is a dataset consisting of consumer demographics and their WTP that is independent of supply side effects. Regression analysis clearly indicates that consumers prefer locally owned and independently produced beer, and how much they are willing to pay for those attributes.Global consumption patterns for beer, wine, and other alcoholic beverages are evolving, with some convergence in per capita consumption among nations as traditionally beer-drinking nations increase their consumption of wine and, conversely, wine-consuming nations shift towards beer. The third essay of this dissertation explores regional patterns of alcoholic beverage consumption within the United States. One purpose is to see if similar patterns of convergence in consumption patterns can be observed at a finer (sub-national) spatial scale as have been documented in international comparisons. A more fundamental purpose is to explore the converse question and seek to better understand the persistent differences in alcoholic beverage consumption among groups, whether within or among countries. These issues are addressed using annual U.S. national and state-level data over four decades and, for the more recent period, supermarket scanner data at finer scales of geopolitical aggregation. I find that changes in alcohol consumption patterns are not only attributable to demographic factors, but also changing product spaces-namely the emergence of craft beer.
590 $a School code: 0029.
650 4 $a Agricultural economics. $3 3172150
653 $a Acquisitions
653 $a Alcohol consumption patterns
653 $a Consumer preferences
653 $a Craft beer
653 $a Local
653 $a Willingness-to-pay
690 $a 0503
710 2 $a University of California, Davis. $b Agricultural and Resource Economics. $3 1676824
773 0 $t Dissertations Abstracts International $g 81-02A.
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791 $a Ph.D.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13808407