STUDY OF INTENTION TO PURCHASE CRAFT BEERS

Authors

  • Nícolas Santos de Castro Universidade Federal de Ouro Preto
  • Raoni de Oliveira Inácio FEDERAL UNIVERSITY OF OURO PRETO
  • Maurinice Daniela Rodrigues FEDERAL UNIVERSITY OF OURO PRETO
  • Harrison Bachion Ceribeli FEDERAL UNIVERSITY OF OURO PRETO

DOI:

https://doi.org/10.12712/rpca.v18i1.60421

Abstract

This study seeks to understand the factors that determine Brazilian consumers' intention to buy craft beers. The approach employed is quantitative and the Structural Equations technique was used. The results of the model revealed a positive influence of the constructs evaluated on purchase intention. The satisfaction with beer construct stood out with R² = 0.991. The model contributes to an understanding of the determinants behind Brazilians' choice of craft beers and thus helps to build customer loyalty.

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Author Biographies

Raoni de Oliveira Inácio, FEDERAL UNIVERSITY OF OURO PRETO

PhD in Administration from Fundação Getúlio Vargas (São Paulo School of Business Administration of Fundação Getulio Vargas, EAESP/FGV). He is currently Adjunct Professor at the Federal University of Ouro Preto, Institute of Applied Social Sciences, Department of Administrative Sciences. He develops work related to marketing topics.

Maurinice Daniela Rodrigues, FEDERAL UNIVERSITY OF OURO PRETO

Bachelor's degree in Production Engineering from the Federal University of Ouro Preto (2009), master's degree in Production Engineering from the Federal University of Minas Gerais (2012) and doctorate in Business Administration from Fundação Getúlio Vargas (2019). She is currently a professor at the Federal University of Ouro Preto, working mainly on the following topics: product engineering and quality.

Harrison Bachion Ceribeli, FEDERAL UNIVERSITY OF OURO PRETO

PhD in Sciences from the Organizational Administration Program at the University of São Paulo (FEARP/USP). He has experience in providing consultancy services, having also worked in inventory planning and management in a large company. Co-author of several articles and three books in the area of Administration. He is currently Adjunct Professor at the Federal University of Ouro Preto, Institute of Applied Social Sciences, Department of Administrative Sciences.

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Published

2024-01-26

Issue

Vol. 18 No. 1 (2024)

Section

Artigos/Papers

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