Abstract

VILLAS BOAS MELLO, José André  and  NOGUEIRA DA SILVA, Jayme Leonam. PRODUCT REQUIREMENTS FOR A CRAFT BEER PROJECT. Innovar [online]. 2020, vol.30, n.77, pp.39-52.  Epub Nov 10, 2020. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n77.87428.

Craft beer market is considered very promising since it has reported a steady growth in recent years and currently encourages the opening of new companies of both producers and distributors. Using the quality function deployment tool (QFD), this study aims to identify and qualify product requirements for the design of a craft beer targeted at consumers in Rio de Janeiro, Brazil. This exploratory research used the QFD tool to identify customer needs and translate them into product attributes. In terms of results, the research highlights the profile of the consumers surveyed and the characteristics that should be prioritized in the development process of a new craft beer. A particular interest in full-bodied appearance and malt aroma and flavor quality were identified. Besides, the consumer is not significantly sensitive to price in the case of ale and weiss types of beer. However, price is an important attribute for lager beer. Importance was observed in the concentration of hop compounds and in the concentration and quality of the malt for the three types of beers.

Keywords : Craft beers; product development; QFD.

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