Perfil do consumidor e sua relação emocional com a cerveja artesanal e a cerveja tradicional

Abstract

Beer is the most consumed alcoholic beverage in the world, so there is great scientific interest in this product and its correlates, especially in the artisanal segment. The craft style is differentiated in terms of process, sensory and consumer characteristics, which has great involvement with the product. From the above, this study seeks to establish the consumer profile and their emotional relationship with craft beer compared to the traditional version, and also understand the nonconsumers of the product. Data were obtained through a questionnaire, applied online, with 195 consumers and non-consumers from all over the country, distributed in age categories and equated between genders. Craft style consumers are mainly men, women have about 64% less chance of consuming this style. This group of consumers tends to have a higher age group, education level and income than the others. Craft beer consumers are concentrated in the South of the country, and in this same region the lowest rate of non-beer consumers is observed, while the Southeast region presents a balance between consumers of craft beer, traditional and non-consumers. The Midwest, North and Northeast regions have their consumption focused on traditional beer and report difficulties in accessing craft beer. Based on consumer attitudes, it was possible to clearly differentiate consumer groups. Craft beer consumers show preference for more bitter, exotic beers, with a strong and full-bodied flavor, seeking high quality and authenticity, they drink more often, with pleasure being the main driver of consumption. Traditional beer consumers, on the other hand, look for familiar and easy-to-drink beers, taking into account ease of finding and price. The high price, together with the stronger and sometimes exotic flavor, are the main reasons for this group to consume little or not to consume craft beer. Non-consumers of any beer style also report product taste as a barrier to consumption. Emotional associations to products are generally positive, with the exception of the group of non-consumers who have a negative relationship with the product. This information can help the brewing segment to make adjustments to its products and ways of relating to the consumer to maximize the consumption experience.