Estilos de vida y practicas de consumo frente a la cerveza artesanal

Abstract

It is necessary to note the recent proliferation and boom in the supply and demand of craft beer, this being a beer made with traditional ingredients such as barley malts, water, hops and yeast, therefore, the present investigation has as objective, from the perspective of marketing, to understand the lifestyle and consumption practices against craft beer in young university students from 18 to 25 years of socioeconomic levels 3,4 and 5 who study in a private university in the city of Bogotá, through research qualitative with ethnographic method, in order to make evident the factors that influence the consumption of this type of product. For this, several authors were taken into account who approached in depth the central theme of the research, in the same way two categories were generated which allowed to better understand the central axis of the problem, as are lifestyles and consumption practices. As the main result, it was possible to identify that this type of segment is looking for new things, but even so its consumption does not depend on its personality because it does not generate a status due to the fact of consuming it.