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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	João Gonçalves Menezes, Minelle E. Silva, José Sarto Freire Castelo
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2020
Materias:	consumer culture identity profiles craft beer Business HF5001-6182
Acceso en línea:	https://doaj.org/article/e364fd15885943e691b2a3f66ad25bb8
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:e364fd15885943e691b2a3f66ad25bb8
record_format	dspace
spelling	oai:doaj.org-article:e364fd15885943e691b2a3f66ad25bb82021-11-11T15:48:08ZThe Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)1807-734X10.15728/bbr.2020.17.4.2https://doaj.org/article/e364fd15885943e691b2a3f66ad25bb82020-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123064005002https://doaj.org/toc/1807-734XWith 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.João Gonçalves MenezesMinelle E. SilvaJosé Sarto Freire CasteloFUCAPE Business Schoolarticleconsumer cultureidentity profilescraft beerBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 17, Iss 4, Pp 381-398 (2020)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	consumer culture identity profiles craft beer Business HF5001-6182
spellingShingle	consumer culture identity profiles craft beer Business HF5001-6182 João Gonçalves Menezes Minelle E. Silva José Sarto Freire Castelo The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)
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
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
title	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_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	identity constitution of the craft beer consumer in the city of fortaleza (brazil)
publisher	FUCAPE Business School
publishDate	2020
url	https://doaj.org/article/e364fd15885943e691b2a3f66ad25bb8
work_keys_str_mv	AT joaogoncalvesmenezes theidentityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil AT minelleesilva theidentityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil AT josesartofreirecastelo theidentityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil AT joaogoncalvesmenezes identityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil AT minelleesilva identityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil AT josesartofreirecastelo identityconstitutionofthecraftbeerconsumerinthecityoffortalezabrazil
_version_	1718433863248642048

The Identity Constitution of the Craft Beer Consumer in the City of Fortaleza (Brazil)

Ejemplares similares