Analysis of Turkish Beer Consumer Preferences: Extrinsic Attributes of Beer Package Design

Abstract

This study explores the impact of beer package design elements on consumer preferences while performing the purchasing decision within the Turkish beer market, with a particular focus on the mass-market and craft beer segments. A structured survey was employed to collect quantitative data from 447 participants representing diverse demographic profiles of Turkish beer consumers. The survey assessed the impact of demographic factors, beer consumption habits, and package design extrinsic attributes. Key elements such as color schemes, typography, imagery, and bottle shapes were analyzed. The analysis of the data encompassed the calculation of descriptive statistics, frequency analysis, and exploratory factor analysis. The findings indicated a pronounced predilection for conventional designs, encompassing gold and silver color palettes and traditional typographies. This inclination is indicative of the heritage embodied by prominent and widely accepted beer brands. In contrast, a number of consumers exhibited a discernible predilection for innovative and artisanal designs that accentuated visual differentiation. Moreover, the study revealed that bottle size and shape significantly influenced purchasing decisions. This research makes a significant contribution to the extant literature on beer package design and consumer preferences by offering actionable insights specific to the Turkish beer market. The study underscores the significance of packaging as a strategic instrument for distinguishing and positioning oneself in the market.