Marketing de relacionamento: a satisfação do consumidor da marca de cerveja roleta russa

Abstract

Brazil is the third largest beer producer in the world, producing 13.3 billion liters, behind only China and the United States. Since 2016, the craft beer sector has been growing, with a growth rate of 39.40% in the first quarter of 2017 and a projection of 20% to 25% for 2018. alcoholic beverage sector. However, with a pandemic, the closure of social venues and small liquor stores caused a financial crisis in the economy. It should be noted that with the epidemic period, places for social gatherings were closed, including stores and small liquor stores, thus generating a crisis in the financial economy. One of these breweries was the Rouleta Russa beer brand, which migrated to social networks, with the aim of seeking a closer relationship with its public. Thus, our purpose is to address the mentioned problem. How satisfied are consumers with the Russian Roulette Beer brand? Therefore, the present study aims to identify the degree of consumer satisfaction of the Roulette Russian Beer brand. was a delicate issue that affected these sectors. The research is classified as descriptive, so we used bibliographical references, in order to acquire third-party survey data, we also used the quantitative method with the creation of the online procedure, which was sent to the audience of followers on the brand's social networks. Beer Russian Roulette got 120 responses. The analysis of the results made it possible to identify the users' profile, with 54.2% being women. The purchasing behavior revealed that 72% seek to consume at home and 42.7% buy weekly. Regarding satisfaction with the product, 78.1% considered it flexible. 68.8% associate the brand with alcohol and immediately recommend it. Consumers' perception of the quality of service on social networks was 43.6% having no opinion and 35.9% considering it excellent. We conclude that the research carried out on the degree of consumer satisfaction of the Russian Roulette beer brand showed positive results.