Comportamento do consumidor de cervejas artesanais no município de Santana do Livramento

Abstract

This work aimed to describe the profile of craft beer consumers, to identify the attributes that are considered important by consumers of the beverage and to verify the social factors that influence consumption at the county Santana do Livramento. To support the research, theoretical references on consumer behavior, influencing factors in the purchasing decision process, as well as specific bibliographies on beer were used. The research followed a descriptive-explanatory character, with a quantitative approach, where the method used was the survey, with specific questions about the subject of study and the technique of data collection was the questionnaire. After analyzing the data, it was observed that the socioeconomic profile of the local consumer is mostly male, with higher education, with a medium-high family income, in the age group between 26 and 35 years. Still, it has been found that much of it has started to consume craft beers in the last six years, demonstrating that this is a recent market. It was also observed that the flavor of the drink is the attribute most valued by these consumers, and the participation in festivals and events directed to the drink is the factor of greater influence in the decision making for purchase, also being the place of greater frequency of consumption. In summary, it was concluded that local consumers of craft beers are looking for products of different quality and that evaluate several attributes before making a decision. However, the consumer doesn’t have an in-depth knowledge about what they are consuming and has little local reference for drinking.