Segmentation and Drivers of Beer Consumption in the Brazilian Market

Carvalho, Sergio W.; Mota, Marcio Oliveira; Souza, Lucas Lopes Ferreira; Gerhard, Felipe

doi:10.15728/bbr.2022.1385.en

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Article • BBR, Braz. Bus. Rev. 21 (5) • 2024 • https://doi.org/10.15728/bbr.2022.1385.en copy

Segmentation and Drivers of Beer Consumption in the Brazilian Market

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The objectives of this study were to examine the importance of variables such as perceived quality, low price, social interaction, consumer knowledge, and packaging on purchase intention for beer in the Brazilian market; and to identify consumer groups with a distinct profile based on their behavior concerning these important variables. We found that perceived quality, low price, and social interaction were predictors of the willingness to buy beer. We also found that consumer product knowledge and packaging moderated the effects of perceived quality and low price on purchase intention. Our findings showed that the more product knowledge a consumer possesses, the less perceived quality would impact a beer brand's purchase intention; and the greater the influence of packaging, the less impact a low price will have on the purchase intention of a beer brand. Our research also identified three distinct groups of beer consumers: Bohemians, Tasters, and NOBELs (NOt a BEer Lover).

KEYWORDS
Brazilian beer market; beer market segmentation; beer consumption drivers; self-organizing maps

Dependent Variable	Independent Variable	Unstandardized Estimates (b)	S.E. (ε)	Standardized Estimates (β)	T-test	Hypothesis
Purchase Intention	Price	0.154	0.030	0.211	0.000^**	H1 Confirmed
	Socialization	0.122	0.038	0.148	0.002^**	H2 Confirmed
	Perceived Quality	0.685	0.050	0.721	0.000^**	H3 Confirmed

Cluster	Bohemians	Tasters	NOBELs	Total	F	p
N	141	157	121	419	F	p
Social Interaction	6.0105	5.2661	3.1539	4.9066	163.198	^***
Perceived Quality	5.2247	6.1381	3.9449	5.1974	156.582	^***
Packaging	4.1638	4.8503	2.8388	4.038	92.776	^***
Low Price	5.6330	2.5710	2.9165	3.701	305.150	^***
Purchase Intention	6.2931^*	6.3822^*	4.7879	5.8918	103.612	^***
Knowledge about a product	3.45158^*	3.5563^*	2.6281	3.253	16.773	^***

Characteristic		n	Groups			Total
Characteristic		n	Bohemians	Tasters	NOBELs	Total
Gender	Male	n	75	99	63	237
	Male	% of Total	17.9%	23.6%	15.0%	56.6%
	Female	n	66	58	58	182
	Female	% of Total	15.8%	13.8%	13.8%	43.4%
	Total	n	141	157	121	419
	Total	% of Total	33.7%	37.5%	28.9%	100.0%
Annual Household Income in USD	< 3,690	n	4	1	1	6
	< 3,690	% of Total	1.0%	0.2%	0.2%	1.4%
	3,690 − 11,071.00	n	38	32	24	94
	3,690 − 11,071.00	% of Total	9.2%	7.7%	5.8%	22.7%
	11,072 − 18,452	n	37	23	32	92
	11,072 − 18,452	% of Total	8.9%	5.6%	7.7%	22.2%
	18,453 − 36,903	n	36	45	39	120
	18,453 − 36,903	% of Total	8.7%	10.9%	9.4%	29.0%
	36,904 − 55,355	n	12	31	15	58
	36,904 − 55,355	% of Total	2.9%	7.5%	3.6%	14.0%
	55,356 − 73,806	n	4	8	3	15
	55,356 − 73,806	% of Total	1.0%	1.9%	0.7%	3.6%
	> 73,806	n	8	14	7	29
	> 73,806	% of Total	1.9%	3.4%	1.7%	7.0%
	Total	n	139	154	121	414
	Total	% of Total	33.6%	37.2%	29.2%	100.0%
Education Level	< High School	n	1	0	4	5
	< High School	% of Total	0.20%	0.00%	0.90%	1.20%
	High School	n	76	57	28	161
	High School	% of Total	18.10%	13.60%	6.70%	38.40%
	Undergraduate	n	33	49	45	127
	Undergraduate	% of Total	7.90%	11.70%	10.70%	30.30%
	Graduate	n	31	51	44	126
	Graduate	%of Total	7.40%	12.20%	10.50%	30.10%
	Total	n	141	157	121	419
	Total	% of Total	33.70%	37.50%	28.80%	100.00%

Consumption Level		Groups			Total
Consumption Level		Bohemians	Tasters	NOBELs	Total
Once or twice a month	n	35	52	42	129
Once or twice a month	% of Total	8.4%	12.5%	10.1%	31.0%
Three or four times a month	n	39	37	19	95
Three or four times a month	% of Total	9.4%	8.9%	4.6%	22.8%
Once or twice a week	n	44	41	44	129
Once or twice a week	% of Total	10.6%	9.9%	10.6%	31.0%
Three or four times a week	n	18	16	13	47
Three or four times a week	% of Total	4.3%	3.8%	3.1%	11.3%
Almost every day	n	3	10	3	16
Almost every day	% of Total	0.7%	2.4%	0.7%	3.8%
Total	n	139	156	121	416
Total	% of Total	33.4%	37.5%	29.1%	100.0%

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