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The purpose of this paper is to determine the demographic characteristics and habits of craft beer consumers, as well as to identify the motivational factors for consumption.

Data were collected through questionnaires applied to 316 Brazilian craft beer consumers, and results were evaluated descriptively and by multivariate statistics.

The results of the survey revealed that there is a growing market segment with different buying habits and behaviors compared to traditional beer consumers. Demographically, it was found that these consumers are an attractive part of the beer market in terms of age, schooling and, more importantly, in terms of income, factors that indicate the probability of continued growth in the sector.

The research was limited to craft beer consumers in the metropolitan region of Belo Horizonte/MG, Brazil.

The results obtained are important, as they can help new craft breweries, as well as help established industry managers to create strategies related to marketing four Ps in order to increase the consumption of its products, with competitive advantages to the market.

This research presents the characteristics of the consumers of craft beer, a market segment in evident rise in Brazil, about which there are few studies. In addition, it provides valuable information to both the new beverage manufacturers as well as to the already established entrepreneurs in the market so that they can increase the consumption of their products in a strategic way.

The purpose of this paper was to evaluate the impact of some labeling aspects on the consumer intent to purchase ready to drink orange juice and nectar.

The influence of label information on the consumer intent to purchase was evaluated by conjoint analysis using a convenience sample (n=149). A factorial design with four characteristics, price, brand, information about the product and kind of beverage, was used. Three levels were established for brand and product information, and two for price and kind of beverage.

Low price, product information and market leading brand had positive impact. “No preservatives/natural” was the information that most influenced consumer's purchase intent. The ideal label showed the leading brand, low price and information “no preservatives/natural”. These results could be useful for strategic planning of consumer instruction and have important implications for Brazilian orange juice manufactures.

Although the most widely consumed beverages in Brazil are ready to drink orange juice and nectar, it was unexpected that consumers did not know the differences between them and that kind of beverage was not an important factor for the purchase decision.