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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Main Authors: João Gonçalves Menezes, Minelle E. Silva, José Sarto Freire Castelo
Format: Article
Language:English
Published: FUCAPE Business School 2020-01-01
Series:BBR: Brazilian Business Review
Subjects:
Online Access:http://www.redalyc.org/articulo.oa?id=123064005002
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spelling doaj-e364fd15885943e691b2a3f66ad25bb82021-10-08T16:05:24ZengFUCAPE 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
collection DOAJ
language English
format Article
sources DOAJ
author João Gonçalves Menezes
Minelle E. Silva
José Sarto Freire Castelo
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
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
series BBR: Brazilian Business Review
issn 1807-734X
publishDate 2020-01-01
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.
topic consumer culture
identity profiles
craft beer
url http://www.redalyc.org/articulo.oa?id=123064005002
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