Análise das campanhas de comunicação de cervejas sem álcool e percepção de consumo

Abstract

If any company wants to achieve success with a particular product, it’s extremely important to perform some researches and analysis regarding the product’s customer’s perception. This work presents theoretical definitions of consumer behavior and media marketing, exposing the factors which induce the buying decision process. An analysis about the perception of Brazilian customers regarding the consumption and the marketing campaigns of non-alcoholic beers was made. Literature and exploratory surveys were used for this study, the latter being a quantitative research applied to a field study, in which questionnaires with predominantly objective questions were answered by a random sample of 100 people. The survey identified the factors which may affect the non-alcoholic beer consumption and this product market acceptance. The non-alcoholic beer segment still has a low market share, but there is a good opportunity to develop a positive and beneficial image of the product, mainly due to the laws regarding alcohol consumption. Based on this analysis, a critical examination about advertisements for alcohol-free beer was made to verify the best marketing option for these companies. The research analyzed the following products: Nova Shin Zero Álcool; Brahma 0,0% and Bavaria 0,0%.