Trade marketing and its influence on the beer consumer purchase decision

Abstract

This academic paper was written in order to identify the trade marketing influence on consumers’ decision on purchasing beer. A descriptive field research was done for its development. A quantitative approach was used, having a survey as a data collection, which was applied on social medias such as Facebook, Instagram, WhatsApp, Yammer and e-mails, reaching 1051 answered surveys, through a non probabilistic of accessibility sampling, in which 92,29% are Brazilians and 7,71% are foreigners. The research data was tabulated and analyzed, presenting as a result that beer consumers drink for social, epistemic and hedonist needs, in other words, they have a need for being linked with a social class, try new experiences and feel the pleasure of drinking beer. While the Trade Marketing Mix was being analyzed, it was realized that the actions performed by the trade marketing at the point of sale are not absorbed by beer consumers. These people notice the performance of Trade Marketing at the point of sale, however, they are not influenced by it.