Pesquisa de mercado do consumo de cerveja artesanal no município de Mogi Guaçu/SP

Abstract

This study aimed to study the profile and behavior of the artisanal beer consumers in the municipality of Mogi Guaçu / SP. For this, a questionnaire was drawn up for a general public, that is, without a selection criterion. The questionnair was applied through an online platform and also in person. The questionnaires contain questions such as frequency, main types of artisanal beers consumed, main places of purchase and consumption. A total of 67 questionnaires were applied where the main regional market tendencies could be found. An interview was also held with the owner of a local artisanal brewery, O Mestre Cervejeiro - Mogi Guaçu. According to the interview, it turned out that the establishment's public is mostly men, who prefer the IPA type beer. They have ages ranging between 18 and 45 and do not mind paying a higher price to get a quality and innovative products. Regarding the results of the questionnaires applied to the general public, it was observed that although men and women are consuming artisanal beer, the male public is the one that consumes the most, being the preferred type of beer the Pilsen and that they also do not care about paying a higher price. According to the research it can be understood tha brewing trends, like the artisanal beer has been introduced in the market and that consumers have been seeking innovative and quality products.