THE PURCHASE INTENTION OF CRAFT BEER WITH AUGMENTED REALITY APPLICATION

Purpose: The objective of this study is to present the psychographic characteristics of consumers' purchase intention for craft beer with augmented reality application. Methodology: The methodology is quantitative, descriptive and applied through a survey with non-probabilistic sample of 203 respondents with application of an augmented reality-based video and analyzed by Pearson correlation and analysis of variance. Originality: The application of augmented reality is still scarce in marketing research. Thus, this research applies the augmented research as a tool to measure the consumer intention of craft beers through a psychographic segmentation. The importance of this research is due to the originality of understanding the correlation of augmented reality and consumer purchase intention through psychographic segmentation, thus contributing to the decisions of marketing managers. The influence of the variables in each beer-consuming group is also recognized based on their psychographic profile. Results: The results obtained identified the existence of purchase intention of the demographic and psychographic profiles, and most of the craft beer consumers are mature men, with high income and education in the context of augmented reality application. Furthermore, psychographic characteristics influence the individual consumer behavior. Thus, uses for augmented reality are suggested to attend the psychographic profiles found among beer consumers. Contributions: The research contributes to the use of augmented reality as a means of influencing the purchase intention from the psychographic segmentation.