| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.62 MB | Adobe PDF |
Advisor(s)
Abstract(s)
As cervejas artesanais começaram a ganhar relevância não só a nível mundial, mas
também no mercado português e, como tal, o objetivo desta pesquisa prende-se com a
descoberta das variáveis mais relevantes para o mercado cervejeiro artesanal. O presente estudo
foca-se principalmente na Cerveja Coruja da Super Bock e pretende perceber o que é cerveja
artesanal, quais são os principais fatores para o consumo de Cerveja Coruja em Portugal, quem
são os seus consumidores e quais são as barreiras de consumo desta bebida.
Foi escolhida uma metodologia mista, combinando uma entrevista ao Marketing
Manager Super Bock, Craft & Speciality do grupo Super Bock e com a realização de um
inquérito online. Os resultados indicam que produtores e consumidores têm definições
diferentes sobre o conceito de cerveja artesanal, que apesar dos esforços da equipa de
marketing, o consumidor dá mais relevância ao sabor do que à comunicação relativamente a
serem impulsionadores ao consumo de Cerveja Coruja. Verificou-se também que, em Portugal,
a bebida é predominantemente consumida por indivíduos do sexo masculino, jovens e com
rendimento mensal bruto entre os 1000€ e os 1999€. Para concluir, o preço e a menor
disponibilidade desta bebida foram considerados como fatores impeditivos de um consumo
mais frequente de Cerveja Coruja.
Craft beers began to gain relevance not only worldwide but also in the Portuguese market and therefore the aim of this research is to discover what makes the craft beer market move. This study also focuses on Super Bock's Coruja Beer and aims to understand what craft beer is, what are the main factors for the consumption of Coruja Beer in Portugal, who are its consumers and what are the barriers to consumption of this drink. A mixed methodology was chosen, combining an interview with Marketing Manager Super Bock, Craft & Specialty in the Super Bock group, with an online survey. The results indicate that producers and consumers have different definitions to conceptualize craft beer, that despite the efforts of the marketing teams, the consumer gives more relevance to flavor than to communication in terms of being drivers for the consumption of Coruja Beer. It was also found that in Portugal the drink is predominantly consumed by male individuals, by young people and with a gross monthly income between €1000 and €1999. To conclude, the price and scarce availability of this drink were considered as factors that prevented a more frequent consumption of Coruja Beer.
Craft beers began to gain relevance not only worldwide but also in the Portuguese market and therefore the aim of this research is to discover what makes the craft beer market move. This study also focuses on Super Bock's Coruja Beer and aims to understand what craft beer is, what are the main factors for the consumption of Coruja Beer in Portugal, who are its consumers and what are the barriers to consumption of this drink. A mixed methodology was chosen, combining an interview with Marketing Manager Super Bock, Craft & Specialty in the Super Bock group, with an online survey. The results indicate that producers and consumers have different definitions to conceptualize craft beer, that despite the efforts of the marketing teams, the consumer gives more relevance to flavor than to communication in terms of being drivers for the consumption of Coruja Beer. It was also found that in Portugal the drink is predominantly consumed by male individuals, by young people and with a gross monthly income between €1000 and €1999. To conclude, the price and scarce availability of this drink were considered as factors that prevented a more frequent consumption of Coruja Beer.
Description
Keywords
Cerveja artesanal Comportamento do consumidor Arte urbana Cerveja Coruja Artesanal beer Consumer behavior Urban art Coruja Beer