ELEMENTOS QUE INFLUYEN EN LA DECISIÓN DE COMPRA DE LA CERVEZA ARTESANAL DE TIJUANA, MÉXICO

Abstract

Consumer behavior is a multidisciplinary study area in which a series of elements converge that marketing experts must prioritize, since it is an activity that allows them to maintain competitive advantages. Precisely, the craft beer industry in Mexico, seeking to increase its market share, requires greater understanding of its consumers to sustainably maintain its competitive level, being an important activity for the socioeconomic development of the country. For this reason, this study is presented whose main objective is to analyze the elements that influence the decision to buy craft beer by consumers in taprooms of the Plaza Fiesta in Tijuana, Mexico. To achieve this, 178 questionnaires were analyzed divided into two sections: compilation of sociodemographic data and craft beer consumption preferences with Likert scale statements towards attributes that influence the purchase, such as flavor, color, alcoholic strength and price of the product. The results indicate that the taste has a greater influence on the consumer, who is willing to pay more to obtain a better taste experience, the price is prioritized at a lower level in expectation of a higher value in sensory matter. The conclusions and implications addressed in creating marketing strategies for brewers are discussed last

Keywords

• consumer behavior
• craft beer
• purchase decision.