Modelo de negocios para cerveza artesanal basado en la percepción de los consumidores en la ciudad de Guayaquil como propuesta de valor estratégica.

Abstract

The main purpose of the present project is the development of a business model strategy to offer Craft Beer in Guayaquil, understanding and focused on consumer preferences. The beer consumer preferences survey in Guayaquil is based in research methodology, starting with personal interviews and related bibliographic reviews, then the field work by random sampling used question forms, in order to gather relavant information. The data processed by descriptive statistics show influencing factors in the beer purchase, the trends in the different market segments, and finally it was able to fit the framework proposed by Kotler, market positioning through the marketing mix. The beer market of Guayaquil city is extended through different generations of its population, becoming a complex and demanding market, although their preferences show clear trends. Guayaquil citizens definitely likes beer, likes to take it at home, with family or friends, without worries, to talk, to spend relax time and integrate with their beloveds, the Guayaquil citizen prefers the moments shared with his loved ones, so he shows a lot of interest in ease ways to purchase (availability, price, variety, and comfort at the place of pruchase). According to the research carried out, the value creation will be guided by the offer of 3 recipes of craft beers; an integral proposal for the positioning of the product in Guayaquil beer market, mainly addressed by consumer direct relationship through social media, online sales, and home delivery, showing profiability and feasibility as business.