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Segmentation and Drivers of Beer Consumption in the Brazilian Market

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Abstract

The objectives of this study were to examine the importance of variables such as perceived quality, low price, social interaction, consumer knowledge, and packaging on purchase intention for beer in the Brazilian market; and to identify consumer groups with a distinct profile based on their behavior concerning these important variables. We found that perceived quality, low price, and social interaction were predictors of the willingness to buy beer. We also found that consumer product knowledge and packaging moderated the effects of perceived quality and low price on purchase intention. Our findings showed that the more product knowledge a consumer possesses, the less perceived quality would impact a beer brand’s purchase intention; and the greater the influence of packaging, the less impact a low price will have on the purchase intention of a beer brand. Our research also identified three distinct groups of beer consumers: Bohemians, Tasters, and NOBELs (NOt a BEer Lover).

Keyword : Brazilian beer market, Beer market segmentation, Beer consumption drivers, Self-organizing maps. mercado brasileiro de cerveja, segmentação do mercado de cerveja, direcionadores de consumo de cerveja, Mapas auto-organizados.

How to Cite
Carvalho, S. W., Mota, M. O., Souza, L. L. F., & Gerhard, F. (2024). Segmentation and Drivers of Beer Consumption in the Brazilian Market. Brazilian Business Review. https://doi.org/10.15728/bbr.2022.1385.en

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