Characterization of the consumer market and motivations for the consumption of craft beer
NB Carvalho, LA Minim, M Nascimento… - British Food …, 2018 - emerald.com
NB Carvalho, LA Minim, M Nascimento, GHC Ferreira, VPR Minim
British Food Journal, 2018•emerald.comPurpose The purpose of this paper is to determine the demographic characteristics and
habits of craft beer consumers, as well as to identify the motivational factors for consumption.
Design/methodology/approach Data were collected through questionnaires applied to 316
Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate
statistics. Findings The results of the survey revealed that there is a growing market segment
with different buying habits and behaviors compared to traditional beer consumers …
habits of craft beer consumers, as well as to identify the motivational factors for consumption.
Design/methodology/approach Data were collected through questionnaires applied to 316
Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate
statistics. Findings The results of the survey revealed that there is a growing market segment
with different buying habits and behaviors compared to traditional beer consumers …
Purpose
The purpose of this paper is to determine the demographic characteristics and habits of craft beer consumers, as well as to identify the motivational factors for consumption.
Design/methodology/approach
Data were collected through questionnaires applied to 316 Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate statistics.
Findings
The results of the survey revealed that there is a growing market segment with different buying habits and behaviors compared to traditional beer consumers. Demographically, it was found that these consumers are an attractive part of the beer market in terms of age, schooling and, more importantly, in terms of income, factors that indicate the probability of continued growth in the sector.
Research limitations/implications
The research was limited to craft beer consumers in the metropolitan region of Belo Horizonte/MG, Brazil.
Practical implications
The results obtained are important, as they can help new craft breweries, as well as help established industry managers to create strategies related to marketing four Ps in order to increase the consumption of its products, with competitive advantages to the market.
Originality/value
This research presents the characteristics of the consumers of craft beer, a market segment in evident rise in Brazil, about which there are few studies. In addition, it provides valuable information to both the new beverage manufacturers as well as to the already established entrepreneurs in the market so that they can increase the consumption of their products in a strategic way.
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