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dc.contributor Severt, Kimberly
dc.contributor Shin, Yeon Ho
dc.contributor Lewis, Melvin
dc.contributor.advisor Severt, Kimberly
dc.contributor.advisor Shin, Yeon Ho Carr, Allison Magdaline 2017-07-28T14:12:44Z 2017-07-28T14:12:44Z 2017
dc.identifier.other u0015_0000001_0002667
dc.identifier.other Carr_alatus_0004M_13043
dc.description Electronic Thesis or Dissertation
dc.description.abstract Microbreweries have become increasingly popular in the United States. This is demonstrated by their tremendous growth within recent decades. Regardless of their growing popularity, there is a lack of research regarding consumer behavior at microbreweries. The purpose of this study was to explore and identify the underlying behavioral, normative, and control beliefs of microbrewery consumers. This was done using a mixed design of both qualitative and quantitative methods. The first was a qualitative phase which used the theory of planned behavior (TPB) to explore the underlying behavioral, normative, and control beliefs of microbrewery consumers. The second phase included a questionnaire derived from the results of phase one and was used to understand the significance of the TPB and self-identity on consumer’s intentions. Additionally, beerscape was used to understand the significance of its variables on microbrewery consumer’s attitudes. The population of the study consisted of U.S. microbrewery consumers who were 21 years old or older. The qualitative sample included 25 visitors and 5 owners and/or operators of microbreweries in Alabama. This phase included semi-structured, in-depth interviews which were audio recorded, and transcribed. The second phase used the most salient consumer beliefs found in phase one to construct a questionnaire for consumers and administered at microbreweries in Alabama. There were 238 respondents and of those, 200 were used based off completion. Several themes emerged from phase one of the study. For example, consumers felt that supporting local businesses or communities was an advantage of visiting microbreweries. Phase two found that self-identity, attitude, and perceived behavior controls were the most significant predictors of microbrewery consumer’s intentions and that subjective norm became insignificant following the addition of self-identity. It was also found that the beerscape was not a significant predictor of microbrewery consumer attitudes. This study provides useful information for microbrewery owners and operators which will help them better serve their patrons. In addition to practical implications it also provides the first use of TPB in the microbrewery context, and the development of beerscape.
dc.format.extent 79 p.
dc.format.medium electronic
dc.format.mimetype application/pdf
dc.language English
dc.language.iso en_US
dc.publisher University of Alabama Libraries
dc.relation.ispartof The University of Alabama Electronic Theses and Dissertations
dc.relation.ispartof The University of Alabama Libraries Digital Collections
dc.relation.hasversion born digital
dc.rights All rights reserved by the author unless otherwise indicated.
dc.subject.other Behavioral sciences
dc.subject.other Management
dc.title Microbrewery consumer behavior
dc.type thesis
dc.type text University of Alabama. College of Human Environmental Sciences Human Environmental Sciences, General The University of Alabama master's M.S.

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