Percepção dos consumidores da região metropolitana do Rio de Janeiro sobre cervejas artesanais e seus atributos

Abstract

The present work aims to investigate the perception of the consumers of Metropolitan Region of Rio de Janeiro (Brasil) about the attributes of craft beers in the local market. This research has an exploratory nature and an applied and qualitative approach. Regarding the data collection, a semi-structured questionnaire was used in a sample of the population. In the results we identified the perception about the importance and the strategic differential of each attribute of the beers listed. We also evaluated the quality of the Lager, Ale and Weiss varieties, as well as the analysis of the most consumed beers.