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Análisis De Beneficios Valorados En Cervezas Artesanales En Lima Moderna

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Análisis De Beneficios Valorados En Cervezas Artesanales En Lima Moderna Análisis de beneficios valorados en cervezas artesanales en Lima moderna Item Type info:eu-repo/semantics/bachelorThesis Authors De Lama Allende, Miguel Angel Citation De Lama Allende, M. A. (2019). Análisis de beneficios valorados en cervezas artesanales en Lima moderna (Universidad Peruana de Ciencias Aplicadas (UPC)). https://doi.org/10.19083/ tesis/625898 DOI 10.19083/tesis/625898 Publisher Universidad Peruana de Ciencias Aplicadas (UPC) Rights info:eu-repo/semantics/openAccess; Attribution- NonCommercial-ShareAlike 3.0 United States Download date 24/09/2021 20:16:01 Item License http://creativecommons.org/licenses/by-nc-sa/3.0/us/ Link to Item http://hdl.handle.net/10757/625898 UNIVERSIDAD PERUANA DE CIENCIAS APLICADAS FACULTAD DE NEGOCIOS PROGRAMA ACADÉMICO DE ADMINISTRACIÓN Y MARKETING ANALISIS DE BENEFICIOS VALORADOS EN CERVEZAS ARTESANALES EN LIMA MODERNA TESIS Para optar el título profesional de Licenciado en Marketing AUTOR De Lama Allende, Miguel Angel (0000-0002-6961-1390) ASESOR Vigo Ibáñez, Emperatriz (0000-0002-9852-9062) Lima, 12 de febrero de 2019 DEDICATORIA A mi familia, que siempre me ha apoyado ii AGRADECIMIENTOS A Dios, a mi familia y a mis amigos. A los profesores Carlos Azabache y Javier Montoya por su invaluable apoyo. Y por último, a todas aquellas personas que contribuyeron de alguna forma con la presente tesis. iii RESUMEN La presente investigación tiene como objetivo principal determinar y analizar los beneficios valorados de los consumidores de cerveza artesanal que viven en Lima Moderna. Para la presente tesis se realizó una investigación cualitativa que consistió en 4 entrevistas en profundidad y un mini focus group y además se una investigación cuantitativa a través de 377 encuestas aplicadas a la población objetivo. En el capítulo 1 se presenta el marco teórico utilizado en la investigación, el cual incluye los antecedentes (estudios relacionados al mercado de cerveza artesanal en Perú y en el mundo), el marco conceptual e información del mercado de cerveza artesanal. En el capítulo 2, se plantea el problema de investigación, las hipótesis, los objetivos principales de la investigación y la justificación de la elección del tema. El capítulo 3 describe el público objetivo y las metodologías utilizada para realizar la investigación. En el capítulo 4 se presenta el análisis de la investigación, el cual está alineado a los objetivos y las hipótesis planteadas en el capítulo 2. Se pudo concluir que los beneficios valorados más importantes para a los consumidores de cerveza artesanal peruana en Lima Moderna son disfrutar de la experiencia sensorial y disfrutar de la experiencia de prueba. Además, el beneficio de autoexpresión surge como la principal variable para segmentar el mercado. En la última parte de la investigación se presentan las referencias bibliográficas utilizadas para la elaboración de la investigación así como los anexos. Palabras clave: Cerveza artesanal, segmentación de mercado, beneficios valorados, Lima Moderna iv ABSTRACT The main objective of this research is to determine and analyze the valued benefits of craft beer consumers living in Modern Lima. For the present thesis, a qualitative research was carried out that consisted of 4 in-depth interviews and a mini focus group and also a quantitative research through 377 surveys applied to the target population. Chapter 1 presents the theoretical framework used in the research, which includes the background (studies related to the craft beer market in Peru and the world), the conceptual framework and the panorama of the craft beer industry in Latin America and in the world. In chapter 2, the research problem, the hypotheses, the main objectives of the research and the justification of the choice of topic are presented. Chapter 3 describes the target audience and the methodologies used to conduct the research. Chapter 4 presents the analysis of the research, which is aligned to the objectives and hypotheses set out in chapter 2. It was concluded that the most important valued benefits for consumers of Peruvian craft beer in Modern Lima are to enjoy the sensory experience and enjoy the test experience. In addition, the benefit of self-expression emerges as the main variable to segment the market. The findings coincide with the concepts and trends described in the theoretical framework. In the last part of the investigation, the bibliographic references and the annexes are presented. Keywords: Craft beer, market segmentation, valued benefits, Modern Lima v TABLA DE CONTENIDOS 1. INTRODUCCIÓN ....................................................................................................1 2. MARCO TEÓRICO.................................................................................................2 2.1 ANTECEDENTES ...................................................................................................2 2.2 MARCO CONCEPTUAL ..........................................................................................5 2.2.1 Concepto de cerveza .........................................................................................5 2.2.2 Ingredientes utilizados para producir cerveza ..................................................5 2.2.2.1 Agua .......................................................................................................5 2.2.2.2 Levadura .................................................................................................5 2.2.2.3 Malta: .....................................................................................................5 2.2.2.4 Lúpulo: ...................................................................................................6 2.2.3 Proceso de elaboración de cerveza ..................................................................6 2.2.3.1 Elaboración de la malta (malteado del cereal)..........................................6 2.2.3.2 Limpieza y esterilizado de los ingredientes .................................................7 2.2.3.3 Molienda de la malta e ingredientes adjuntos ..........................................7 2.2.3.4 Maceración de la malta y producción de mosto .......................................7 2.2.3.5 Filtrado del mosto ...................................................................................7 2.2.3.6 Cocción...................................................................................................7 2.2.3.7 Enfriado ..................................................................................................7 2.2.3.8 Primera fermentación ..............................................................................7 2.2.3.9 Maduración o “segunda fermentación” ....................................................8 2.2.3.10 Filtrado ..............................................................................................9 2.2.3.11 Envasado .............................................................................................9 2.2.4 Tipos y Estilos de cerveza ..................................................................................9 2.2.4.1 Cervezas Tipo Ale...................................................................................9 2.2.4.2 Cervezas Tipo Lager ............................................................................. 10 2.2.5 Concepto de cerveza artesanal ...................................................................... 17 2.2.6 Beneficios valorados en cervezas artesanales ................................................ 19 2.2.6.1 Cuidado de la salud ............................................................................... 20 2.2.6.2 Disfrutar de la experiencia de prueba .................................................... 21 2.2.6.3 Fortalecer la autoestima ........................................................................ 22 2.2.6.4 Beneficio de autoexpresión ................................................................... 23 vi 2.2.6.5 Afiliación .............................................................................................. 25 2.2.6.6 Relajación ............................................................................................. 25 2.2.6.7 Disfrutar de una experiencia sensorial ................................................... 26 2.3 PANORAMA DE LA INDUSTRIA DE CERVEZA ARTESANAL EN EL MUNDO ................ 28 2.4 PANORAMA DE LA INDUSTRIA DE CERVEZA ARTESANAL EN LATINOAMÉRICA ...... 32 2.4.1 Argentina ...................................................................................................... 32 2.4.2 Brasil ............................................................................................................ 33 2.4.3 México ......................................................................................................... 33 2.4.4 Chile ............................................................................................................. 34 2.4.5 Colombia ...................................................................................................... 35 2.5 INDUSTRIA DE CERVEZA EN EL PERÚ .................................................................. 36 2.6 INDUSTRIA DE CERVEZA ARTESANAL EN EL PERÚ ............................................... 40 2.6.1 Venta de cerveza artesanal peruana ............................................................. 40 2.6.2 Empresas productoras de cerveza artesanal en el Perú .................................... 42 2.6.3 Marcas de cervezas artesanales peruanas....................................................... 42 2.6.4 Estrategias
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