Consumer valuation for craft cider

What is it about?

The objectives in this research were to identify the characteristics of craft cider that consumers prefer and value, and to develop a framework for objective analysis of cider and the determination of consumer willingness to pay utilizing this framework.

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Why is it important?

Given the small but growing nature of the current industry, consumer knowledge of cider and their preferences for sensory characteristics, including taste, is limited. Another factor that is challenging to consumers is the sheer number of ciders available in the market place. As with all beverages, consumers vary in their preferences and it may be difficult for them to decide upon a cider. It would be useful for cider makers to understand which cider characteristics drive consumer preference, and using this information, cider makers could decide what style or taste profile to produce.