The entrepreneurs perspective of craft beer market about the marketing research potential

• Grant number: 18/19086-6
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: November 01, 2018
• End date: June 30, 2019
• Field of knowledge: Engineering - Production Engineering
• Principal Investigator: Adriana Barbosa Santos
• Grantee: Carolina Barbosa Gomes
• Host Institution: Instituto de Biociências, Letras e Ciências Exatas (IBILCE). Universidade Estadual Paulista (UNESP). Campus de São José do Rio Preto. São José do Rio Preto , SP, Brazil

Abstract

Marketing research is an important tool for managing businesses by enabling the development of relevant strategies to improve the business performance, based on gathering information about the market and the customers/consumers. Its use in the craft beer segment can be further explored, because the literature review have shown evidences that one of the weaknesses of this segment is a lack of managerial and marketing capabilities. Another career is the statistical view to solve problems. In this context, entrepreneurs linked to craft beer market live with the challenge of increasing the competitive capacity without knowing for sure that the use of the marketing research in this ambiance can provide better strategies based on knowledge of the market. The aim of this project is to describe relevant aspects about the craft beer market entrepreneurs perspective over the marketing research potential as a tool to improve the understanding of the market and the needs of the target audience; and evaluate if the statistical approach's application is understood as a resource that improves the decision-making process. Empirical data will be obtained based on electronic survey and a qualitative research with entrepreneurs related with craft beer market.