Estudo de caso: comportamento do consumidor - mercado de cervejas especiais no Brasil

Abstract

The theme of this monograph is the Consumer Behavior. The knowledge on the part of companies of how the consumer behaves at the moment of purchase decision, assists in the planning process and strategic decision making, both for companies already operating in the industry and for those wishing to enter this market. This paper refers to the consumer’s behavior in the market for special beers in Brazil and for that, it has been analyzed their customs and buying habits. It was possible to understand how the public relates to brands, which products they like most and consume, which features influence the buying decision, when they consume, amount spent, where they buy and if they are loyal to brands, among others. For the preparation of the following material were used several theories about consumer’s behavior. The research used was quantitative, applied to people who consume special beers. From the analyze of the research it has been found that this is a new market in Brazil, where over 90% of the interviewed consume these products for less than 10 years. The consumers are not very brand-loyal, and despite their favorite brands, they are always willing to try new flavors. Also, they relate to the brands in different ways, either by internet (website and social networks), or buying licensed products such as cups, t-shirts and caps. The breweries operating in this industry use a very aligned communication to the consumer’s expectations