O marketing de experiência no mercado cervejeiro artesanal.

Abstract

This monography discusses the communication capacity to produce messages to the consumer's mind, such as the use of Experience Marketing strategies. The objective of this research is to analyze how the experience marketing is developed in the craft beer market. The theoretical background is built through the exploration of many concepts in the conceptions on the marketing, communication, consumer behavior and positioning, contributing to the understanding of the context in which the theme of the work is inserted. The chapters of this study address, in addition to bibliographic research on the subject, a quantitative survey with an online questionnaire applied to 334 users of craft beer and a qualitative searching with content analysis conducted on digital Instagram with three cases. The study brings a craft beer as a base and three breweries, at regional, state and national level, in order to identify how it is carried out Experience Marketing in the digital environment. Among the obtained results, it has been noted that people are great beer tasters of craft beer and have preferences for beer styles, being that 27% who like beer pilsener and 27.4% prefer the IPA style. Consumers value taste and smell, apply themselves to the experience of meaning. Sense, feel, think, act and relate can also having experiences offline and online.