The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)
With the transformation of the market into a provider of relevant symbolic resources, individuals like to demonstrate consumer goods that reflect their values and shared lifestyles. Thus, the aim of this study is to define identity profiles of craft beer enthusiasts based on their consumption practi...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2020-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123064005002 |
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| _version_ | 1825207300927782912 |
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| author | João Gonçalves Menezes Minelle E. Silva José Sarto Freire Castelo |
| author_facet | João Gonçalves Menezes Minelle E. Silva José Sarto Freire Castelo |
| author_sort | João Gonçalves Menezes |
| collection | DOAJ |
| description | With the transformation of the market into a provider of relevant symbolic resources, individuals like to demonstrate consumer goods that reflect their values and shared lifestyles. Thus, the aim of this study is to define identity profiles of craft beer enthusiasts based on their consumption practices. Using exploratory qualitative research, 55 consumers were interviewed and observations were made in the city of Fortaleza, Ceará, Brazil. The results present five consumer identity profiles in the culture of the craft beer consumer: Beginner, Adventurer, Beer Evangelist, Expert, and Beer Snob. The research enriches the studies inherent in consumer culture by presenting identity profiles based on consumption habits, and what is more, the research also makes a contribution by presenting the segmentation methodology in which the suggested identities can serve as a mechanism for industry organizations in the search for relationship strategies with the target audience. |
| format | Article |
| id | doaj-art-e364fd15885943e691b2a3f66ad25bb8 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2020-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-e364fd15885943e691b2a3f66ad25bb82025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2020-01-0117438139810.15728/bbr.2020.17.4.2The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)João Gonçalves MenezesMinelle E. SilvaJosé Sarto Freire CasteloWith the transformation of the market into a provider of relevant symbolic resources, individuals like to demonstrate consumer goods that reflect their values and shared lifestyles. Thus, the aim of this study is to define identity profiles of craft beer enthusiasts based on their consumption practices. Using exploratory qualitative research, 55 consumers were interviewed and observations were made in the city of Fortaleza, Ceará, Brazil. The results present five consumer identity profiles in the culture of the craft beer consumer: Beginner, Adventurer, Beer Evangelist, Expert, and Beer Snob. The research enriches the studies inherent in consumer culture by presenting identity profiles based on consumption habits, and what is more, the research also makes a contribution by presenting the segmentation methodology in which the suggested identities can serve as a mechanism for industry organizations in the search for relationship strategies with the target audience.http://www.redalyc.org/articulo.oa?id=123064005002consumer cultureidentity profilescraft beer |
| spellingShingle | João Gonçalves Menezes Minelle E. Silva José Sarto Freire Castelo The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) BBR: Brazilian Business Review consumer culture identity profiles craft beer |
| title | The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
| title_full | The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
| title_fullStr | The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
| title_full_unstemmed | The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
| title_short | The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
| title_sort | identity constitution of the craft beer consumer in the city of fortaleza brazil |
| topic | consumer culture identity profiles craft beer |
| url | http://www.redalyc.org/articulo.oa?id=123064005002 |
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