The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/592 |
Resumo: | 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. |
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BBR. Brazilian Business Review (English edition. Online) |
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The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)A Constituição Identitária do Consumidor de Cerveja Artesanal na Cidade de FortalezaConsumer CultureIdentity ProfilesCraft BeerCultura de ConsumoPerfis de IdentidadeCervejas ArtesanaisWith 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.Com a transformação do mercado para provedor de recursos simbólicos relevantes, indivíduos ostentam bens de consumo que refletem seus valores e compartilham estilos de vida. Assim, o objetivo deste estudo é definir perfis de identidade de apreciadores de cervejas artesanais a partir de suas práticas de consumo. Por meio de uma pesquisa qualitativa exploratória, foram entrevistados 55 consumidores e realizadas observações na cidade de Fortaleza, Ceará. Os resultados apresentam cinco perfis de identidade de consumidores na cultura de consumo de cervejas artesanais: Iniciante, Aventureiro, Beer Evangelista, Expert, e o Beerchato. Enriquecendo os estudos inerentes à cultura de consumo ao apresentar perfis de identidade constituídos com base nos hábitos de consumo, a pesquisa ainda contribuiu apresentando uma metodologia de segmentação na qual as identidades sugeridas podem servir como mecanismo para organizações do setor na busca de estratégias de relacionamento com o público-alvo.FUCAPE Business Shool2020-07-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/59210.15728/bbr.2020.17.4.2Brazilian Business Review; Vol. 17 No. 4 (2020): July to August 2020; 381-398Brazilian Business Review; v. 17 n. 4 (2020): Julho a Agosto 2020; 381-3981808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/592/887http://www.bbronline.com.br/index.php/bbr/article/view/592/888Copyright (c) 2020 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessFilho, JoãoSilva, MinelleCastelo, José2020-07-07T21:49:08Zoai:ojs.pkp.sfu.ca:article/592Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2020-07-07T21:49:08BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) A Constituição Identitária do Consumidor de Cerveja Artesanal na Cidade de Fortaleza |
title |
The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
spellingShingle |
The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) Filho, João Consumer Culture Identity Profiles Craft Beer Cultura de Consumo Perfis de Identidade Cervejas Artesanais |
title_short |
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_sort |
The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil) |
author |
Filho, João |
author_facet |
Filho, João Silva, Minelle Castelo, José |
author_role |
author |
author2 |
Silva, Minelle Castelo, José |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Filho, João Silva, Minelle Castelo, José |
dc.subject.por.fl_str_mv |
Consumer Culture Identity Profiles Craft Beer Cultura de Consumo Perfis de Identidade Cervejas Artesanais |
topic |
Consumer Culture Identity Profiles Craft Beer Cultura de Consumo Perfis de Identidade Cervejas Artesanais |
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. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-07-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/592 10.15728/bbr.2020.17.4.2 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/592 |
identifier_str_mv |
10.15728/bbr.2020.17.4.2 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/592/887 http://www.bbronline.com.br/index.php/bbr/article/view/592/888 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 17 No. 4 (2020): July to August 2020; 381-398 Brazilian Business Review; v. 17 n. 4 (2020): Julho a Agosto 2020; 381-398 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239578464256 |