Evaluación del festival ‘The Beerman Fest’ para el impulso del sector productivo artesanal de cerveza.

Abstract

The purpose of the present degree work is to evaluate the effects of the "The Beerman Fest" festival as a promoter of the productive sector of craft beers in the country. The main characteristics of this type of festivals are: the stimulation of industry, commerce, services and development; resulting in wellbeing and economic growth. Likewise, the related theoretical and referential bases are established for the formation of events, consumer behavior and its effect for the promotion of artisan production sectors. For the study of the investigation the analytical and deductive methods of observation were used. With a nonexperimental design and the scope of the research is descriptive, qualitative approach, and data collection is cross-sectional with primary data source. A situational diagnosis of the artisanal brewing products of Ecuador is made, which allows knowing the current panorama of this environment. Finally, a market research focused on the main actors of the craft brewing sector is developed, which allows obtaining primary information about the effects of the festivals for this environment. Based on the evaluation of the "The Beerman Fest" event, it was obtained that, through the collection of data from a primary source, the development of interviews and observational research carried out at fairs and festivals carried out by beer artisans. These events benefit the beer sector since it helps spread the knowledge of their products and therefore increase their sales. In addition, it contributes to the economic growth of an approximate 38% of artisans in Ecuador who offer new jobs (MIPRO, 2017).