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Consumer Behavior and Its Impact on Poverty Reduction

Consumer Behavior and Its Impact on Poverty Reduction

Ana Nery Rodrigues Carneiro (FIEMA, Brazil) and João Conrado de Amorim Carvalho (Centro de Ensino Superior Dom Bosco, Brazil)
Copyright: © 2022 |Pages: 14
DOI: 10.4018/978-1-7998-8925-0.ch011
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Abstract

This chapter aims to present the motivational factors that determine the behavior of beer consumers. The research considered the situation before and during the COVID-19 pandemic. The results showed that men consume and spend more on beer than women, including by age group; however, women consume more expensive types of beer, reducing this inequality relatively. It was also found that women are more likely to be influenced by their relatives, friends, and social occasions. As for preference, women showed more interest in light beers than men, especially craft beer. It has also been found that differences in preferences between men and women are narrowing as opportunities to try beer increase. In this sense, younger age groups tend to show fewer differences. It was also observed that, during the period of social isolation, consumption habits were maintained, but purchases took place through a delivery system, which affected the performance of bars and restaurants.
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Background

Beer is considered the oldest and most consumed alcoholic drink in the world. According to Innovare Pesquisa (2016), the Czech Republic occupies the top of the per capita annual consumption ranking, with 143 liters per inhabitant, followed by Austria (108 liters), Germany (107 liters) and Ireland (94 liters). Brazil, currently home to the world's leading production company, Ambev, occupies only 17th place, with 82 liters per inhabitant.

In this niche, premium beer has been expanding its space with the male and female public. The delicacy receives this name because its production considers aspects related to the tasting, like greater presence of malt in the composition, interfering in the aroma, flavor, and color of the product. The premium beers are more elaborate and slightly sweetened by the addition of hops in their formula, which gives them unique characteristics and awaken the pleasure in the consumption experience, something very close to what happens with the wine. It is for no other reason that consumption has increased, avoiding even the effects of the crisis and establishing a new characteristic of consumption related to lifestyle (Innovare, 2016).

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