Identificación de atributos extrínsecos e intrínsecos en relación con la producción de cerveza artesanal mexicana

The purpose of this paper is to identify concordances between producer and consumer perceptions on the importance craft beer’s intrinsic extrinsic attributes. Although beer Mexico’s most popular alcoholic beverage consumption has increased, producers still face challenges for growth. We therefore examine how attributes influence consumers’ purchases behavior. To analyze producers’ perspective, data were collected from a focus group brewers; results evaluated with Nvivo Atlas.ti software; then, semantic scales designed consumers. Main findings showed that relevant attributes, master brewers manufacturers, are style diversity, complexity, abundant hops malt, exotic ingredients, no additives, carbonated, non-industrial, independent, high-alcohol content, strong smell, flavor, thirst-quenching, more expensive than industrial beer, artisan-made aesthetic, sold directly by at low volume. Craft hold central idea type product ought not be in any way associated beer. This artisanal mindset limited elaboration production but also encompasses administration marketing. see themselves as sort elite, who manufacture elite It seems choose distance or process, which related processes marketing concepts. inclusion these would take them away realm products include industrial-made ones. These allow us ascertain manufacturers partially overlap those main differences consumers lie greater give little relevance brewers, believe other specific traits lead satisfaction. creates issues brewers’ success.