EL COMPORTAMIENTO DEL CONSUMIDOR DE CERVEZA ARTESANAL TIRADA UN ESTUDIO SOBRE LA MOTIVACIÓN DE CONSUMO EN MONTEVIDEO, URUGUAY

Abstract

This article is based on a previous motivational and interpretative research on the consumer behavior of tap craft beer. The objective of the research was to make a study on the behavior of the consumer of tap craft beer, seeking to reveal the motivation of the consumption of this drink, at the same time
to identify the symbols of this beer. With that purpose, this article used a qualitative methodological approach. As a result, it was possible to refine the motivation into a set of three desires, in addition to recognizing craft beer as a symbol of status, social differentiation and uniqueness. Another feature pointed out was the externalization of a hyper-reality generated in craft beer bars, in addition to a historical relationship between craft beer and its millenary heritage.
Key words: craft beer - consumer behavior - consumer symbolism - interpretive research - motivational marketing