Title: Brewery and echo boomers in India's Silicon Valley: a sentiment analysis

Authors: Jacob Alexander; Siddharth Misra; Mooon Paiithannkar

Addresses: Resources 4 Solutions Inc, 97016 Scottsdale Mall PO, Delta BC Canada, V4E0A1, Canada ' School of Commerce, XIM University, Bhubaneswar, Odisha, India ' STES, NBNCOC, Lonavala, Pune, India

Abstract: This paper examines millennial, a consumer segment in their consumption pattern of brewed beer and thereby strategies and measures adopted by breweries to engage and retain millennial. It is essential to understand the background of the study with a specific emphasis on mushrooming breweries in India. The city of Bangalore was preferred because of its diverse working population and the mushrooming business of brewery. The choice of the experts for this survey was based on the interest of the managers and owners and their intention to increase their business, so the researchers approached 68 brewery owners and managers, purposively. Sentiment analysis was done based on qualitative inputs from the owners and managers. Therefore, the study is a novel contribution towards the sustainability of a business that triggers a new thought and platform for socialising.

Keywords: brewery; echo boomers; sentiment analysis; sustainable business; socialising; India.

DOI: 10.1504/IJPSPM.2024.139882

International Journal of Public Sector Performance Management, 2024 Vol.14 No.1, pp.117 - 136

Received: 16 Jun 2021
Accepted: 31 Aug 2021
Published online: 09 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article