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Craft Beer: Penetrating A Niche Market, Douglas W. Murray
Craft Beer: Penetrating A Niche Market, Douglas W. Murray
Department of Nutrition and Food Studies Scholarship and Creative Works
Purpose – The purpose of this paper is to examine the underexplored niche market potential of craft beer, especially as it may relate to independent food and beverage operations, as a means of gaining competitive advantage.
Design/methodology/approach – Data were collected through the distribution of a survey instrument to craft beer and home brewers, designed to assess the demographic profile, purchasing/restaurant selection, and decision behavior of this group and assess the likelihood of their future behavioral intentions toward continued participation in the craft beer segment.
Findings – The paper reveals that craft beer and micro brew pub success has been …