Sophie Cooijmans

Sophie Cooijmans is a graduate student in International Hotel Management at Breda University of Applied Sciences in Breda, the Netherlands.

Sophie’s research is focused on the sector of Fast Moving Consumer Goods, narrowing down her topic to the trends among craft beer. In her current study she investigates the upcoming popularity among craft beer, the interest of beer consumers in tasting new beers and acquire knowledge about the product by participating in beer tastings.

To obtain and retain competitive advantage it is crucial for beer breweries to stay updated with the shifting trends. Consumer tend to be “experience maximizers”,  who appreciate the quality of a product over quantity. Consumers are visiting food and beer festivals more often and are more interesting in a food and beer combination. Sophie will use Choice-Based Conjoint Analysis to gather knowledge about the shifting beer market and what the setting of the ideal beer tasting would look like.

The aim of the study is to give a suitable advice to a global brewing holdings company when implementing a beer tasting at events.

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