Pricing for Perception - How our perceptions influence what we pay for our beer.

[John Bidwell]

How do your perceptions influence the beers you buy? Think about the beers you feel are of the highest quality. What creates our perception of quality in a craft beer? Do we rely solely on the taste of the beer? Could it also be based on the ingredients used? Does the brewing location influence your perception of quality? How about labeling, packaging and nomenclature? Does this influence perception of quality? If Fat Tire were introduced nearly twenty years ago in a can, would it have been as successful? How has your perception on the quality of canned beers changed? All of these factors certainly play a role in sculpting our perceptions, however, one other factor most influences how we feel about the quality of a product – price.

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