SENSORY EVALUATION OF CRAFT BEER: HAZY IPA

Abstract

This study aims to analyze consumer preferences and segment consumers based on drinking behavior and preference characteristics. The sample consisted of 154 consumers, aged 20-50 years, who had consumed craft beer at least once within the past three months. The research instruments included a questionnaire and three Hazy IPA product samples. The questionnaire comprised three sections: consumption behavior, sensory evaluation using a five-point scale covering six attributes (aroma, taste, bitterness, mouthfeel, color, and overall liking). Data analysis involved sensory evaluation to compare consumer preference levels across samples and cluster analysis based on five sensory acceptance attributes-aroma, taste, bitterness, mouthfeel, and color. The Chi-square test was also used to examine relationships between demographic characteristics and consumption behavior. The results showed that craft beer code 168 received the highest overall liking score and was most frequently ranked first (44.80%), with strengths in color, aroma, and taste. Cluster analysis revealed that craft beer code 150 formed two consumer segments, with gender significantly associated with segmentation. Craft beer code 544 also formed two segments, with no significant demographic associations. Craft beer code 168 formed three segments, with occupation significantly related to segmentation.

Keywords: Craft Beer, Sensory Evaluation, Consumer Behavior, Cluster Analysis