Criterios para la fijación del precio de venta de cerveza artesanal.

Abstract

The present investigative study was carried out with the objective of identifying the knowledge of the population of the city of Manta regarding the methods of pricing craft beer. The research used the interview technique with several breweries that brew their own craft beers to determine the pricing methods they apply. A questionnaire consisting of 10 questions was used and 112 answer were obtained, divided into 3 important axes: pricing methods, beer customization, and supplier selection. In particular, 90% of those surveyed stated that pricing methods play an important role in the creation of a product. In conclusion, it is essential to disseminate and share these findings with professionals in the field to generate interest and propose strategies that promote a deeper understanding of pricing methodologies and their correct application, particularly within the craft beer industry.