9 Culture and Beer Preferences

Abstract

Abstract This chapter discusses how culture, in the form of experience and habits, peer influences, identity, and availability, affect preferences for beer. Two factors make social influences especially important for beer preferences. First, beer is a product that is often consumed within a social group. Second, the consumer develops a taste for beer, so that availability and peer influence will affect consumption and preferences. A pilot survey of international students' beer consumption behaviour and preferences in the United States was conducted to investigate how beer preferences change with U.S. influences and product availability. Modeling approaches, survey findings, and future research directions are discussed.

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