Attitude and Consumption Behavior of Craft Beer Consumers in Bangkok, Thailand

Abstract

       The research investigated attitude and consumption behavior of craft beer consumers in Bangkok, Thailand. The objective was to identify Bangkokians’ attitude toward craft beer and their consumption behavior.  The researchers used a survey questionnaire, and interview questions to collect data from 454 experienced beer drinkers selected by W.G.Cochra's  calculations.  The obtained data were analyzed for frequency, mean, standard deviation, t-test, and chi-square test. The result showed Bangkokians’ moderately positive attitude toward craft beer at a high level, and their consumption frequency of craft beer at 1-2 times per month at pubs, bars, or restaurants. The consumers under study chose a craft beer brand for its taste, followed by price. Particularly, craft beer stakeholders would like to have the government’s support for the current craft beer trend in Thailand to benefit SME entrepreneurs in domestic and international market competition in the craft beer industry.

 Keywords: Attitude toward craft beer, craft beer, craft beer consumption and behavior