Pesquisa de mercado: testes cegos de cervejas com acadêmicos do curso de administração do CCJS-UFCG.

Abstract

Beer is one of the most consumed beverages in the Brazilian market, currently considered a cultural symbol. The brewing market is growing above the national average in Brazil compared to other sectors of the economy. In this market scenario are disputing the preference of the consumers several national and international breweries. The general objective of the research is to know through a blind tasting test the perception of academic beer consumers and enrolled in the Administration Course of CCJS-UFCG regarding the identification of different brands of beers commercialized in the region of Sousa-PB. Regarding the methodological procedures, the research is characterized as exploratory, descriptive, field experiment and has a mixed approach: qualitative and quantitative. The main technique used was the blind test with beer commercialized in the region polarized by the Municipality of Sousa-PB: the participants were divided into three groups, with equal number of participants and two brands of beers (type A and type B) were adopted; each group underwent two samples of beers, but without knowing their specifications (brand, packaging, etc.). The results obtained with these tests showed that the majority of the participants of groups 1 and 2, despite claiming to be able to identify the beers they consume, presented conflicting reactions when they tried two samples of the same beer; while the participants in group 3 were more assertive.