Comportamento de compra do consumidor de cervejas em Sorocaba-SP: análise sobre as influências da propaganda.

Abstract

The beer market in Brazil arouses interests all over the world. With a large volume of distribution concentrated in a few players, the competition for spaces in this market is fierce, and consequently, investment in advertising grows exponentially. Understanding the consumer purchasing decision-making process and knowing their preferences and influences is essential to direct the strategies of these large companies, ensuring an adequate return on investments in Marketing. The objective of the research is to understand the buying behavior of the beer consumer, identifying the influences in the purchasing decision-making process, in particular the impact of brand communication in this process. This being a quantitative-descriptive research, the data collection sought to capture attitudinal issues of purchase, and the behavior in relation to brands of beer most consumed today, highlighting different aspects such as flavor, packaging and social circle providing relevance in the process.