Examinando por Autor "Rodriguez Burgos, Paula Andrea"
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- ÍtemAnálisis al consumidor cervecero artesanal en la ciudad de Bogotá y su razón de compra frente a la marca Lubianka(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Rodriguez Burgos, Paula Andrea; Uribe Andrade, MauricioThe craft beer industry in Colombia has increased its share to reach 0.5% market share in 2020, in which there are around 255 companies called "microbreweries" in Bogotá alone. Despite the monopoly imposed by Bavaria, these craft beer companies have found opportunities to access a market in which the consumer demand for this drink is found in 66% of the population. In addition, said target audience denotes an interest in acquiring different products from the current offer, by opting for different flavors, aromas and concepts that are precisely qualities with which craft beer has ventured. It is an industry that is serious about showing that there is a universe beyond blonde, black and red. And it makes it clear that it is not from people who make beer at home, but from professional ventures, who design their drinks. In this investigation, the objective of which is to determine the reasons for a consumer's purchase compared to the Lubianka brand. It is presented as a project that seeks what are the reasons or motivations why a consumer buys in Lubianka, knowing its political ideology and the history of its creators who are demobilized from the FARC, who participated in the peace process and now do part of Eje Cervecero Insurgente a group of craft beer establishments in Bogotá made up of demobilized and victims of violence in Colombia, which arises with the purpose of betting on the craft beer industry