Crafting Consumer Cravings: Uncovering the Influence of Labelling and Packaging in the Craft Beer Scene : A Study on the Influence of Craft Beer Packaging and Labelling on Consumer Preferences During the Buying Decision Process

Abstract

Inspired by the diversification of increasingly expressive packaging designs in the craft beer market, this thesis aimed to study the implications of packaging and labelling on consumer behaviours within this niche, popularised in recent years by the arrival of the craft beer phenomenon in Central Europe. Notably revealing preferential trends among packaging attributes, this study clarified the understanding of the influence of packaging and labelling on the emergence of preferences among consumers when buying craft beer in store.

Adopting a mixed approach combining qualitative and quantitative research, the research began with a theoretical study of the topic, drawing on fundamental theories of marketing psychology and packaging design as well as insights from the brewing industry and the craft scene. Having clarified the mechanisms behind the emergence of the packaging preferences, the study was subsequently completed by an empirical section that deepened the research by measuring the influence of packaging and its attributes while testing various hypotheses that arose from the theoretical analysis. Taking the form of a survey conducted among 175 Belgian and French craft beer consumers, this thesis not only identified preferential trends for each attribute of packaging and labelling, but also evaluates the extent of their individual influences.

The results of this research confirmed the significant impact of craft beer packaging on the emergence of consumer preferences when evaluating product alternatives. However, since preferences are determined by a variety of variables, notably consumer characteristics and situational factors such as consumption context, they were shown to be subject to a great variability. As such, despite their importance, preferential trends alone emerged as not being sufficient to guarantee absolute packaging success. Instead its success stood out as rather lying in its ability to meet the expectations and preferences of its target group, while remaining authentic and faithful to the core identity of the brewery or the product, clearly reflected in its design. The study thereby highlighted the importance of the harmonious coherence formed by the unique interaction of all elements constituting the packaging, with preferential trends serving as a guide but never substituting a global and authentic approach.