Um olhar sobre o consumo da cachaça de alambique: Valores pessoais e identidade sob a perspectiva da cadeia meios-fim

Abstract

Although cachaça is a symbol of Brazilian culture, the drink is still very much surrounded by prejudices brought back from the colonial time of Brazil. There are several historical and market elements that associate cachaça to a low quality drink. However, factors such as production, marketing strategies and incentives for valuing aspects related to national culture create a new consumer profile, represented by individuals who are looking for higher quality drinks, who appreciate alembic cachaça. In view of this new pattern of consumption, the present study aimed to understand some aspects of the behavior of consumers of alembic cachaça in the state of Minas Gerais. Drawing on the cognitive structure of the means-end chain, the study identified the personal values that motivate the consumption of alembic cachaça. The work also got identity formation traits based on motivation and on identity principles. The study was characterized as qualitative descriptive using in-depth laddering interview technique for data collection. This technique allowed the identification of the cognitive structure that guides the consumption behavior based on the attributes of preference, consequences of its use and personal values that guide these behaviors. 47 in-depth interviews were conducted in the state of Minas Gerais, in the cities of Belo Horizonte, Lavras, Uberaba, Uberlandia and Varginha. The values observed in the Hierarchical Values Map were: prestige, benevolence - dependence, hedonism, personal security and compliance - rules. Aspects of identity formation based on consumption were analyzed according to the following principles: salience, association, relevance, verification and conflict. In addition, the work sought a relationship between the traits of identity formation and personal values, from the identification in the dominant chains of the Hierarchical Map of Values. With this work, it was possible to expand or scope the possibilities of applying the theory of the means-end chain beyond personal values, allowing also knowing aspects of identity formation. Theoretical, methodological and marketing contributions brought by the research at the end of the work were pointed out.