Disposición a pagar por cerveza artesanal e industrial, un estudio comparativo

Abstract

This research aims to analyze consumers' willingness to pay (WTP) for craft and industrial beer, as well as to identify the factors that influence this valuation. To achieve this, the Contingent Valuation (CV) methodology is employed, which allows estimating the monetary value that individuals assign to a good or service. A case study is conducted in the local beer market, using structured surveys to gather information on consumers' preferences and their willingness to pay for the aforementioned types of beer. The results reveal that the WTP for craft beer is significantly higher than for industrial beer, suggesting a marked preference based on product knowledge regarding its composition, benefits, usual place of consumption, and level of education. Additionally, information was obtained indicating a low general knowledge about the benefits of the product, as well as more data on the market. These findings have important implications for the beer industry, as they provide an overview of what the market likes, what influences their current decisions, and suggest that promoting the craft product could have room for improvement.