Discovering craft beers consumers: a study on habits and preferences of consumption

Abstract

The craft beer sector, object of this study, has shown an exponential growth, mainly for offering a product of superior added value, aimed at a demanding consumer and with specific idiosyncrasies. Making assertive decisions in this segment requires prospecting data that is behind its behavior, understanding how it consumes, when, with whom and in what situations. In this context, the objective of this study is to identify the consumption habits and preferences of consumers of craft beer, data that can assist in the decision making of the sector's managers. It is an applied, quantitative research, using the Survey method of exploratory and descriptive objective, with the use of technical procedures and bivariate analysis. The sample included 183 consumers of craft beer from the micro region of RS. The results show an average consumption of once a week, mainly on weekends, on average of one liter per person, a higher prevalence of consumption at home, at times accompanied by friends, boyfriends or spouses. The most frequent consumers are men, with high average remuneration and who normally produce their beer and consider the product something functional, interesting, exciting and fun. The habits and preferences pointed out by the interviewees create opportunities to adapt the business to the profile of the target audience, with more assertive decision making.