Análisis del Valor de Marca y del Happiness Management en el Consumo de Cerveza en Entornos Competitivos Internacionales

The beer sector is one of the most important in terms of national economic impact, being also a beverage with multiple health benefits. The main objective of this work is to investigate the brand value from the point of view of beer consumer behavior in order to explore and define marketing and happiness management strategies of the main beer brands together with their differentiating positioning. A descriptive study has been designed by means of a survey, with a sample of 403 individuals throughout Spain. Among the main conclusions, the variables that most affected monthly beer consumption were gender and age. In relation to brand value, we found that Mahou and Heineken are the first and second most preferred and best valued brands, respectively. On the other hand, there are different beer purchasing habits depending on the person in charge of making the purchase, with men and younger people being those who are willing to pay a premium price. Finally, different types of consumers are grouped according to the evaluations they give to the different brands. Keywords: Brand Value; Consumer Behavior; Happiness Management; Beer Industry; Marketing Strategies.