FAU Undergraduate Student Research

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Consumer Motivation: The Craft Beer Boom

Type: Text

Year: 2016, 2016, 2016, 2016

Member of: FAU Undergraduate Student Research

Contributors: Boone, Taylor, Harris, Devon, Mendiola, Sofia, Sly, Henry

Publisher: Florida Atlantic University

Description: In the world of business, advertising is essential to success. With all of the technological clutter that consumers face every day, creating impact can only be achieved through deep understanding of what the target audience’s motivation for purchasing is. Our research team has been watching a monumental rise in demand for craft beer, and to reach that market successfully, we have set out… more

Full Text: Consumer Motivation: The Craft Beer Boom Why this generation? What is the emotional motivation? Why are young people choosing craft beer? Devon Harris, Taylor Boone, Henry Sly, Sofia Mendiola and Dr. Allen Smith College of Business: Florida Atlantic …