Measuring consumers’ preferences for craft beer attributes through Best-Worst Scaling

Agricultural and Food Economics

Table 6 Mean comparison of craft beer attributes for respondents

	Attributes	Average B-W score	Mean-comparison*
11	Taste	0.430
13	Fermentation process (high/low fermentation)	0.265	X
7	Color (amber, dark, blonde)	0.252	X
10	Certification (organic)	0.137		X
8	Country of origin	0.113		X	X
4	Someone recommended it	0.073		X		X
9	Special grains (wheat, corn)	0.046			X	X
12	Packaging material (glass, can)	− 0.067
1	Alcohol content	− 0.158					X
5	Price	− 0.162					X
2	Brand name	− 0.231					X	X
3	Store promotion	− 0.295						X
6	Packaging size	− 0.402

Note: *paired t test p < 0.05; attributes with Xs in the same column or row are not significantly different