LIKES AND PREFERENCES OF ARTISANAL BEER CONSUMPTION: THE CASE OF A PRODUCING MICROENTERPRISE IN TEXCOCO, ESTADO DE MEXICO

Abstract

Artisanal beer has promoted huge expectations for development for those who produce it, and as a differentiated product for those who demand it, ruled by criteria of quality, innocuousness, convenience and nutrition. The artisanal beer consumer is more demanding, since he/she seeks the goodness, styles, creativity and innovation of the product. The objective of this study was to identify the likes and preferences of consumers of beer produced by an artisanal microenterprise, with the aim of identifying areas for improvement and developing new styles that compete in the market. With a non-random sample, 102 semi-structured interviews were applied to clients in the meta-market, in sales point located in Texcoco and Mexico City. The results indicate that there is acceptance of the product; clients are willing to consume artisanal beer once or twice per month with a direct correlation to their income.