The purpose of this paper is to analyze the consumers’ luxury value perception in Brazilian premium beer market.
Data from a survey of 418 Brazilian consumers were used to test the research model. Confirmatory factor analysis was conducted to examine the reliability and validity of the measurement model, and the structural equation modeling was used to analyze the consumers’ luxury value perception.
The analytical results showed that the dimensions of social, individual and functional values featured items with high significance. For the fourth dimension (financial value), just one item presented relevance. Along with it, correlation between dimensions was analyzed. All four dimensions have higher significance and great estimates.
This research was executed in a single country environment.
Results suggest that the only significant item to the consumers’ luxury value perception in the dimension of financial value is the higher price of premium beers. Other dimensions are well fit for the premium beer market.
To present date, marketing literature in the beer issue approaches its consumption as an economic phenomenon. This paper develops a notion that beer consumption can also be approached in a luxury consumption perspective. The framework developed in this paper can assist future researchers to consider consumption of different types and levels of beer, based on luxury value perception.
