O segmento de cerveja artesanal nos vales através de uma análise publicitária
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Data
2017-01
Autores
Orientador
Kirst, Sandro Luís
Banca
Kirst, Sandro Luís
Kraemer, Fábio Luís
Roos, Cristofer
Título do periódico
ISSN
Título do Volume
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Resumo
Este trabalho acadêmico obteve informações relevantes quanto ao universo da produção de cerveja artesanal, através das pessoas envolvidas com as práticas de produção, com um foco específico nas questões que envolvem comunicação, marketing e publicidade, junto ao produto. Por ser um mercado em crescimento, tanto na produção quanto no consumo de cervejas artesanais, buscou-se verificar, através desta pesquisa, se as pessoas envolvidas com esse meio percebem a importância da comunicação e suas ferramentas junto aos seus produtos, bem como saber se esses indivíduos aplicam algum tipo de estratégia ligada ao marketing, publicidade ou design junto aos seus produtos. Com base nas informações obtidas, através de uma pesquisa qualitativa, buscou-se oferecer a esse nicho de mercado, mais informações que pudessem vir a ser úteis para o amadurecimento de todos os envolvidos. Ao longo do trabalho, evidenciou-se embasamentos teóricos ligados ao universo da cerveja como um todo, tanto em âmbito histórico quanto no atual. Em uma segunda oportunidade, o momento da cerveja artesanal, através de dados e informações ligados também ao público consumidor, bem como referenciais pertinentes que abordam os conceitos de marketing, da comunicação, da publicidade e de comportamentos do consumidor, além de fundamentos de empreendedorismo. Dessa forma, através do referencial teórico e da análise dos dados da pesquisa qualitativa, pôde-se obter informações relevantes quanto às ações e percepções por parte dos produtores, no que tange a seus produtos e a comunicação e divulgação dos mesmos. Com tais informações, foram obtidos resultados que possibilitam concluir que o produtor de cerveja artesanal possui uma característica de produção segmentada e direcionada à um público exigente e conhecedor do produto. Para destacar-se, o relevante número de pessoas que exercem tal atividade, com o intuito comercial, utiliza-se de técnicas básicas para comunicar-se com seu público. Desta forma, demonstram conhecimento e consciência quanto à importância da comunicação, acompanhada do marketing, em sua atividade, logo, em seu produto
This academic work shall seek to obtain relevant information to the world of craft beer production by the people involved with the production practices, with a specific focus on issues involving communication, marketing and advertising with the product. By being a growth market, both in production and consumption of craft beers, we sought to verify, through this research, if the people involved in this environment realize the importance of communication and its means along with their products, and if these individuals apply some sort of strategy related to marketing, advertising or design with their products. Based on the information obtained through qualitative research, let us seek to offer this market niche further information that may be useful for the acquaintance of all involved. Throughout the work, we sought to highlight theoretical grounds linked to the beer universe as a whole, both in historical context as in the present. In a second opportunity, the moment of craft beer currently using data and information linked also to the consumer public, as well as relevant information that address the concepts of marketing, communication, advertising and consumer behavior, as well as entrepreneurship basics. Thus, through the theoretical framework and analysis of qualitative research data, it was possible to obtain relevant information about the actions and perceptions on the part of producers, linked to its products, communication and dissemination. With such information, results were obtained that make it possible to conclude that the craft beer producer has a targeted production of feature and directed to a demanding public and knowledgeable of the product. To stand out , the relevant number of persons performing such activity , with commercial intent , it uses basic techniques to communicate with your audience. In this way , they demonstrate knowledge and awareness of the importance of communication , together with the marketing, in its activity , so in your product
This academic work shall seek to obtain relevant information to the world of craft beer production by the people involved with the production practices, with a specific focus on issues involving communication, marketing and advertising with the product. By being a growth market, both in production and consumption of craft beers, we sought to verify, through this research, if the people involved in this environment realize the importance of communication and its means along with their products, and if these individuals apply some sort of strategy related to marketing, advertising or design with their products. Based on the information obtained through qualitative research, let us seek to offer this market niche further information that may be useful for the acquaintance of all involved. Throughout the work, we sought to highlight theoretical grounds linked to the beer universe as a whole, both in historical context as in the present. In a second opportunity, the moment of craft beer currently using data and information linked also to the consumer public, as well as relevant information that address the concepts of marketing, communication, advertising and consumer behavior, as well as entrepreneurship basics. Thus, through the theoretical framework and analysis of qualitative research data, it was possible to obtain relevant information about the actions and perceptions on the part of producers, linked to its products, communication and dissemination. With such information, results were obtained that make it possible to conclude that the craft beer producer has a targeted production of feature and directed to a demanding public and knowledgeable of the product. To stand out , the relevant number of persons performing such activity , with commercial intent , it uses basic techniques to communicate with your audience. In this way , they demonstrate knowledge and awareness of the importance of communication , together with the marketing, in its activity , so in your product
Descrição
Palavras-chave
Cerveja artesanal; Comunicação; Marketing; Consumidor
Citação
GERLACH, Luiz Henrique. O segmento de cerveja artesanal nos vales através de uma análise publicitária. 2016. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 29 jun. 2016. Disponível em: http://hdl.handle.net/10737/1381.