著者

清水 愛友実 氏家 清和

出版者

日本農業経済学会

雑誌

農業経済研究 (ISSN:03873234)

巻号頁・発行日

vol.87, no.3, pp.291-296, 2015

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<p>This study analyzed market positioning of craft beer in the alcohol beverage market in Japan and characteristics of consumer preference for craft beer. The main outcomes of this study are as follows. First, the study made it clear quantitatively that craft beer was independent as a differentiated category in the alcohol market and did not compete very much with regular beer or premium beer produced by large producers. Second, the study proved that craft beer purchasers care about the producer's information, food safety and eco-friendliness.</p>