Characterization of the consumer market and motivations for the consumption of craft beer

Purpose: The purpose of this paper is to determine the demographic characteristics and habits of craft beer consumers, as well as to identify the motivational factors for consumption. Design/methodology/approach: Data were collected through questionnaires applied to 316 Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate statistics. Findings: The results of the survey revealed that there is a growing market segment with different buying habits and behaviors compared to traditional beer consumers. Demographically, it was found that these consumers are an attractive part of the beer market in terms of age, schooling and, more importantly, in terms of income, factors that indicate the probability of continued growth in the sector. Research limitations/implications: The research was limited to craft beer consumers in the metropolitan region of Belo Horizonte/MG, Brazil. Practical implications: The results obtained are important, as they can help new craft breweries, as well as help established industry managers to create strategies related to marketing four Ps in order to increase the consumption of its products, with competitive advantages to the market. Originality/value: This research presents the characteristics of the consumers of craft beer, a market segment in evident rise in Brazil, about which there are few studies. In addition, it provides valuable information to both the new beverage manufacturers as well as to the already established entrepreneurs in the market so that they can increase the consumption of their products in a strategic way.