Beer brand preferences among university students in Fortaleza

Abstract

This paper is to verify: (1) which beer brand is the most consumed among university students in the city of Fortaleza; (2) the main factors that influence their preferences; (3) beer consumption frequency; (4) university students satisfaction reasons of beer brand preferences in relation to their usual preferences; and, finally, (5) the influence of advertising on university students preferences. This study employed a complimentary methodology by using both an exploratory and a descriptive research. In addition, it was employed a quantitative survey, by applying a total of 384 questionnaires, by using closed questions only through a Liker-type scale. Likewise, a stratified random sample was chosen, with a statistical level of confidence of 95% and an accepted level of error of 5%, in order to be able to generalize research results. Based on such results, it is possible to show the beer brands most consumed by students, to present a significant difference between university students preferences and the national preferences and to indicate, as a consequence, the main motivation aspects for students to select amongst different brands. Finally, it is appropriate to suggest further studies into this subject, in order to achieve a better understanding of this phenomenon. Keywords: Beer brands preferences. Consumers preferences. Reason of consumers satisfaction. Introdução O hábito de tomar cerveja, hoje mundial e também reconhecidamente brasileiro, impõe uma decisão comportamental entre os consumidores, com fortes componentes de influência, inclusive no meio estudantil universitário. Vários fatores influenciam na