Perfil de consumidores de cervejas especiais e percepção sobre rótulos e embalagens

Abstract

The present study explores consumer perception of special beer packaging and the factors influencing purchasing decisions. Aiming to deepen the understanding of consumer behavior in this market, the research employed a methodology that combined the application of a consumer profile questionnaire with the conduction of focus groups. The quantitative phase, with the online questionnaire, allowed for the collection of demographic data and consumption habits from a larger number of participants, while the qualitative phase, through the focus groups, enabled in-depth discussions on consumer perceptions and preferences regarding the packaging of four special beer brands. The results revealed that elements such as beer style, price, alcohol content, bitterness, and packaging design are crucial criteria in product selection. Detailed information on origin, awards, and pairing suggestions were perceived as having higher added value, whereas small fonts, lack of contrast, poor clarity, and excessive illustrations were associated with low quality. Consumers showed a willingness to pay 20% to 30% more for products deemed special, valuing a combination of quality, brand tradition, clear information, and aesthetic appeal. The convergence between the questionnaire and focus group findings reinforces the importance of these factors. It is concluded that the combined methodological approach, which integrated quantitative and qualitative data collection, offers an expanded understanding of consumption and packaging evaluation for special beers, providing valuable contributions to marketing strategy development and brand positioning in the sector.