O que gera satisfação no consumo de bebidas alcoólicas?

Abstract

The consumption of alcoholic beverages is a habit easily found and that achieves several age groups and regions of Brazil. According WHO, the country has presented a higher consumption level compared to the rest of the world, so that in 2010 only 42% of the population did not ingest alcoholic beverages during that period compared to the 48% obtained from the rest of the world. In view of this habit of the Brazilians the research problem of this study arises. This research main purpose is to verify which factors influence satisfaction when using alcoholic beverages. Therefore, an exploratory and descriptive research was conducted. In the exploratory phase, 22 interviews were done. After that, a survey was sent and 247 people responded to it. The data obtained were analyzed through the SPSS software. The results showed that the independent constructs could explain 58,1% of the variation in the dependent construct, and also that the constructs “attitude”, “motivation” and “price” were the most significant to statistically explain the construc “satisfaction”.