Influência do rótulo e da música na aceitação, intenção de compra e no perfil sensorial de cervejas artesanal e industrial.

Abstract

American Lager beers are leaders in the preference of Brazilian consumers for light and refreshing beverages. However, it is clear that the craft beer market has been prominent in recent years, offering beers of various types, including the type Summer Ale, a light and light beer. How non-sensory features influence acceptance, purchase intent and no sensory profile of a product. Among the non-sensory characteristics, the packaging label and the music stand out. With the importance of the industrial beer market and the national growth of the production and consumption of craft beers, it is necessary to know the consumer's response regarding the sensory and non-sensory characteristics of the beverage, a possible end to the maintenance of the product in the market. . Given this context, the objective of this study was to evaluate the influence of the label of packaging and music, to use two different music genres: genre 1 (pop) and genre 2 (university sertanejo) in the application, purchase intention and no sensory profile. of craft and industrial beers. We proceeded to define the ideal label for a Summer Ale craft beer using as methods of group analysis and joint analysis of factors related to modified choices (ANCFEM); investigate the influence of the non-sensory characteristics mentioned above on sensory acceptance and intent to purchase beverages; conduct focus group sessions in order to raise the descriptive terms, affective terms, phrases, and feelings to compose a Rate-of-Use (RATA) sheet used to sensorially describe each beer under two conditions: blind testing and information testing ( under the influence of the packaging label and the music of the musical genre 2). From the focus group session results, the factors selected for use in ANCFEM were harmonized with cymbals, illustration and branding. Two levels of each factor were selected for labeling. Through ANCFEM, the most likely package of choice was the craft beer packaging with the characteristics: presence of harmonization, illustration that goes back to tradition and highlighting the brand and type of beer. Ten acceptance and purchase intention sessions were performed: blind test (session 1); test in the presence of the songs for craft beer (sessions 2 and 3) and for industrial beer (sessions 4 and 5); packaging label test (session 6); test in the presence of two non-sensory characteristics for craft beer (sessions 7 and 8) and for industrial beer (sessions 9 and 10). The beers were more similar in terms of acceptance of attributes in the blind test and sessions with non-sensory characteristics and presented better purchase intent when evaluated by listening to the songs when compared to the blind test. The songs influenced the hedonic perception and purchase intention of the evaluated beers. It is noteworthy that the intention to purchase craft beer was significantly positive for both songs; This result can be presented to producers and traders of Summer Ale craft beer in order to offer their products in a personalized environment with the insertion of these ambient songs as a way to add greater value and acquisition of their product. Packaging labels influenced the affective responses and purchase intent of Summer Ale craft beer, whereas for American Lager industrial beer, the presence of packaging had a negative impact on consumers' purchase intent. It was found that one song had no more influence than the other on the affective responses of consumers. Also, in the presence of the packaging label, it is not possible to define whether one musical genre exerts more influence than the other on consumer responses. From the terms raised in focus group sessions it was possible to compose the RATA sheet with 31 terms referring to descriptive terms (appearance, aroma and taste), affective terms, phrases that apply to the product and feelings. In session 1 (blind test in the RATA methodology), the craft beer was considered dark, with biological yeast aroma, strong bitterness, strong and bad residual taste; and light industrial beer, of weak bitterness, weak and watery. In session 2 (test in the presence of non-sensory characteristics) the craft beer was considered dark in appearance, fruity aroma, biological yeast aroma, strong, strong bitterness; and light-looking industrial beer, weak bitterness, weak and watery. Also in this session, the affective terms “liked” and “great taste” were more applicable to craft beer compared to industrial beer. The phrases applied similarly to both beers when evaluated in session 1, however, in session 2, the beers differed from each other: industrial beer was described with the phrase “match with bar and barbecue” and “match with party and barbeque”. loud music while craft beer was described with the phrase blends with quiet and refined places. The beers did not differ in eight feelings in either session 1 or session 2. The presence of non-sensory characteristics (packaging label and music) had a positive impact on the description of craft beer for the fruity aroma attribute; For industrial beer, it was verified the applicability of the watery attribute, the affective terms “bad taste”, “bad residual taste” (all affective terms with pejorative character for industrial beer) and the feeling “negative memories”. The influence of the non-sensory characteristics resulting from the label of the packaging and the music of the university sertanejo genre on the consumers' sensory description of the drinks becomes evident. The presence of these non-sensory characteristics reduced the applicability of the phrase "blends with party and loud music" to craft beer and, for industrial beer, reduced that of the phrase "blends with quiet and refined places", the affective terms "liked", “Good aftertaste” and “pleasant” feeling, described by consumers with greater relevance in session 1 than in session 2. Thus, the packaging of this industrial beer and the music had a negative impact on consumer descriptions. Given these results, there is an important opportunity for the research and development sector of craft and industrial breweries, together with the marketing sector of these breweries, to use the influence of non sensory characteristics in the development of new labels and / or modification. of the formulation of their products. The influence of the musical genre can be used in the elaboration of integrated and efficient advertising messages according to the formulation of interest developed, in order to maximize the desirable sensory attributes and minimize or even suppress those undesirable by consumers.