Preference heterogeneity of Munich beer consumers

Although Belgium is considered as the country and Munich as the world capital of beer, there
is almost no offer of Belgian beer in Munich. The main objective of this study is, therefore, to
analyse the heterogeneous preferences of Munich beer consumers especially towards the
Belgian origin by means of conjoint and latent class analysis. The results show that attitudes
and behaviour of Munich consumers leave only little space for foreign beers as the majority of
respondents prefers Bavarian beer. Nevertheless, there is a small group of consumers who has
a relatively positive attitude towards Belgian beer. As both domestic and foreign beer is mainly
drunken in bars the launching of Belgian beer especially there could lead to a slightly sales
increase among these consumers.

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