What is it about?
Beer consumers are not monolithic. In fact, five different beer consumer segments were identified.
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Why is it important?
Helps brewery companies to understand the different consumer needs.
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This page is a summary of: A clustered-based segmentation of beer consumers: from “beer lovers” to “beer to fuddle”, British Food Journal, June 2018, Emerald,
DOI: 10.1108/bfj-11-2017-0628.
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