Comportamiento de consumo de la cerveza artesanal como producto gastronómico en el mercado turístico del cantón Manta.

Abstract

Craft beer today has become a product where its acceptance has been good within the national and international market. In Ecuador, around 300 million liters are consumed annually, so the production of this drink is exclusively aimed at older people who have knowledge about this type of product made in an artisanal way where it is given a better quality. This research aims to analyze the marketing and consumption of craft beer as a gastronomic product within the Manta canton. For this, certain methods, tools and techniques were used to collect the necessary information. Among the tools used are the SWOT matrix that allowed us to know the current situation of craft beer within the tourist framework, likewise an interview model was used to know the opinion of the producers, the survey for its part allowed us to make known the profile of the craft beer consumer within the Manta canton. With the information collected, certain strategies were developed with an emphasis on the 4Ps of marketing, which will serve to carry out a good marketing and distribution of this product, as well as serve as a reference for future research on this topic.