Propuesta para la elaboración y comercialización de una cerveza artesanal orientada al mercado femenino en la ciudad de Guayaquil.

Abstract

According to the regional situation report on alcohol and health in the Americas (Salud O. P., 2018), alcohol consumption in more than 15 years has increased from 5.5 litters to 6.4 litters in 2016, however, to despite this growing increase in the consumption of alcoholic beverages, its prevalence in women has declined except South-East Asia and the Western Pacific. To a large extent it is considered that the taste of beer, based on water, yeast, malt and hops (Pilla & Vinci, 2012) is no longer a sample of the beer flavour, because now the craft market has taken a profitable production route and efficient For the present thesis project research, a descriptive design has been considered through a mixed qualitative-quantitative methodology, since it is intended to specify and describe aspects based on the female upper-middle class target group of the city of Guayaquil. As a result of the market research carried out, he was able to conclude that the investigation of a craft beer, such as "Las Manuelas" is viable and that 92.6% of the women surveyed consider a beer with flavours that transcend the ideal of contemporary and independent woman in a taste, as long as the value does not exceed $ 3. In addition to that, the market for craft beer focused on women should be considered as an age range to consider 18 to 55 years. Based on the financial carried out, it is concluded that the implementation of a beer such as “Las Manuelas” in the caretaker of Guayaquil is viable given its current net value of $ 46,790.33, with a profit margin of 60% on the price of the product. In addition, it has a recovery period of 29 months. With the sales of the product individually and in its six-pack presentation, it seeks to attack that female market with acquisition capacity and in this way achieve the sales objectives.