Análisis del comportamiento del consumidor de cervezas artesanales en el NSE A y B en el norte de Guayaquil.

Abstract

The craft beer category is growing in Ecuador and need to understand the consumption & purchase behaviours, to know their needs, purchase factors and influencers when they choose a brand or a type of alcoholic beverage. We are going to use statistical tools (like surveys) & piscologic tools (focus group) through deductive and inferential conclusions, where we analyze men and women between 20 and 49 years olds, located in north of Guayaquil, mainly in NSE A & B, with these investigation we can diagnose the main analysis factors to choose a craft beer, understand if the price, availability or the consumption occasion actually are barriers or oppotunities. The main purpose of these field investigation is tobe a bibliographic concerning for future themes related to craft beers, focus to students, entrepreneurs, business men & brand managers to understand the purchase process of the craft beer consumer.